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Import/Export
Brief
Import/Export
The aim of this summer’s research is to start thinking about design and communication in global terms and inform yourselves about local issues and and i idea that could be translated internationally.
Collect examples of ideas, services, innovations that could be imported or exported between countries. Compile a ‘Top 10′ of ideas and analysis.
For example, a recent article in The Independent newspaper reported that there is new scheme for the city of Ghent in Belgium to go vegetarian one day a week. Would this work in London?How could it be promoted? Conversely, are there any innovative concepts from the UK that could be successfully implemented in another country?If so, what cultural issues would need to be taken into consideration?
My ‘Top 10′ ideas/services/innovations
In no particular order,
1. The Venus Project
The Venus project is a bold, new direction for humanity that entails nothing then the total redesign of our culture. in the world we are living now, people today are mostly concerned with unemployment, violent crime, replacement of humans by technology, over population and decline in the Earth’s ecosystems etc…The Venus project is the solutions which dedicated to confronting all of these problems. The Venus project offers a comprehensive plan for soical reclamation in which human beings, technology and nature will be able to coexist in a long-term, sustainable state of dynamic equilibrium. In our everyday living, we often heard social probles that face us today, global warming, poverty, hunger, crime but yet, how oven do we hear of a workable plans for alleviating many of these social problems? The Venus Project proposes a socail system in which automation and technology would be intelligently integrated into an overall social design where the primary function would be to maximize the quality of life rather than profits.
2. Liberal Education
Liberal education is termed “a philosophy of education that empowers individuals with broad knowledge and transferable skills, and a stronger sense of values, ethics, and civic engagement. It is not just only mathematics science are important as education for children. They should have the freedom to choose what they are interest in, and what subject they should dedicate their student life in. Mostly, student should all to be more challenging encounters with more concerning and important issue, and more a way of studying than just specific course or field of study. Therefore all school should apply Liberal thinking into the education system and providing option of alternative subjects such as; UFO study, Conspiracy theories , or any other rare subjects for student to satisfy the creativity, and the ture need of education for student body
3. Car Free Day
22 September 2010 will be an opportunity to find another way for just one day to get around town, leave the car at home and walk, take a bus, train or cycle around town. All this is to help highlight the pollution caused by cars, not just the fumes but the whole cycle of waste and disruption, the noise, delayed journeys, the whole human misery caused by traffic congestion and car pollution. Almost 40% of the transport sector’s CO2 emissions are produced by the use of private cars in cities.
It’s not just the exhaust fumes, but the car itself, old batteries, tyres, oil, and of course the car itself once it fails the MOT test and goes to the scrap yard. The events, which vary by location, give motorists and commuterists an idea of their locality with fewer cars. While projects along these lines had taken place from time to time
4. 3 strikes and you’re out now
Three strikes laws are statutes enacted by state governments in the united States which require the state courts to hand down a mandatory and extended period of incarceration to persons who have been convicted of a serious criminal offense on three or more separate occasions. These statutes became very popular in the 1990s. Twenty-four states have enacted some form of habitual offender laws. The Three Strikes law significantly increases the prison sentences of persons convicted of felonies who have been previously convicted of a violent crime or serious felony, and limits the ability of these offenders to receive a punishment other than a prison sentence. these laws generally prescribe that felons found guilty of a third serious crime be locked up for 25 years to life. Although the first two “strikes” accrue for serious felonies, the crime that triggers the life sentence can be any felony.
Furthermore, If fully implemented as written, the new law will reduce serious felonies committed by adults in California between 22 and 34 percent. About a third of the felonies eliminated will be violent crimes such as murder, rape, and assaults causing great bodily injury. The other two-thirds will be felonies that are less violent or nonviolent but still serious, including less injurious assaults, most robberies, and burglaries of residences. This reduction in crime will be bought at a cost of an extra $4.5 billion to $6.5 billion per year in current dollars. The intent of the three-strikes law is, of course, to lock up repeat offenders longer, and that requires the construction and operation of more prisons. Some police and court costs may be saved in not having to deal so often with such offenders once they are locked up, but greater prison costs overwhelm such savings.
5. Green Policy/Construct/Education
Hong Kong St. Bonvaventure Catholic Primary School
The School has always been committed to promoting environmental education to provide students with a full range of green learning environment. Implementing a series of environmental activites such as; waste managment, Water/energy convervation, green construction and in other disciplines will also meet the environmental theme, for a variety of different activities, educted students with the sense of green . This is an example of how green policy can be apply in school. But this is the not the important as this is not special because all the above things are happening in many other places around the world at the same time, the important thing I want to point out is that education can and should be start as early as possible.
6. Lighting, A Brilliant New Approach
The European commission formally adopted new regulations that will phase bulbs out in Europe by 2012. American will do so by 2014. Some countries, such as Australia, Brazil and Switzerland, have got rid of them already. Modern bulbs, the demonstrated of the demonstration, are cheap but inefficient, because only about 5% of the energy they use is turned into light and the rest is wasted as heat. A typical bulb also has to be replaced every 1,000 hours or so Light is a fundamental essential element in our everyday living. We cannot live without light. But what if the light bulb we using in our living room is not efficient and 95% of its energy is waste? About 20% of the world’s electricity is used for lighting. American’s department of energy that that, by replacing LEDS with the modern light bulb, this could be cut in half by 2025, saving more than 130 new power stations in American alone. Low-cost LEDS would also bring light to new areas. Philips, for instance, is planning to launch a small solar-powered LED reading light for Africa, where an estimated 500m people live without electricity. The simplest version, which it hopes to sell for less than $15, is designed to allow children to do their homework in the evenings without a candle or smoky kerosene lamp. Bringing down the cost of LEDS this way really will let in the light.
7. Heartache Leave
In Japan, a marketing company’s has brilliant policy to help their employees back on tracks after they broken up with their partners. Employees at this company can ask for special “heartache leave” after a sad break up, not withhold any salaries, but also the older you are, the number of days you can leave. The Company suggests that the reason of establishing “heartache leave” simply because their employees can cry over the sad break up, and not sitting in office not doing any work, because simply they just cant work with their tragedy behind them. Also, Employees under the age of 24 may request an annual day of heartache leave, 25 years old to 29-year-old employees may request a two-day, 30-year-old or more employees may request three days. The company suggest, Twenties woman can be efficient and soon be able to find a new lover, but women over 30’s are more difficult, and they are usually more severe when breaking up.
8. Affordable Art Fair
The Affordable Art Fair is the leading showcase in the UK for contemporary art under £3,000. The Fair was launched in London in 1999 and now takes place biannually in London and annually in Bristol, Amsterdam, Paris, Brussels, New York, Singapore, Sydney and Melbourne. The aim of Affordable Art Fair was to make contemporary art accessible to everyone and to show you don’t need to be an art expert or a millionaire to enjoy and buy art.
9. The future of underground space
It is only during the last decade that there has been a growing consciousness and alertness regarding environmental problems. At the same time, infrastructure is becoming more complex, demanding extra space and directly affecting the quality of life in the urban environment. Building underground would initiate new developments and also improve the quality of life. Today, cities cannot withstand traditional planning and building practice, and in the following years they will have to go through a transformation process. The use of underground space can contribute to sustainable development, maintaining liveability and preparing the world for the impact of climate change.
10. Octopus Card
The octopus card is a rechargeable contract-less stored value smart card used to transfer electronic payments in online or offline systems in Hong Kong Launched in September 1997 to collect fares for the territory’s mass transit system, the Octopus card system was the first contact-less smart card system in the world and has since grown into a widely used payment system for virtually all public transport in Hong Kong. The Octopus is also used for payment at convenience stores, supermarkets, fast-food restarrants, on-street parking meters, car parks and other point of sale applications such as service stations and vending machines. The Octopus card is recognised internationally, winning the Chairman’s Award of the World Information Technology and Services Alliance’s 2006 Global IT Excellence Award for being the world’s leading complex automatic fare collection and contactless smartcard payment system, and for its innovative use of technologies. According to Octopus Cards Limited, operator of the Octopus card system, there are more than 17 million cards in circulation, more than twice the population of Hong Kong. The cards are used by 95 percent of the population of Hong Kong aged 16 to 65, generating over 10 million daily transactions worth a total of about HK$ 29 billion a year.
Cultural study – Hong Kong
After listing 10 import/export ideas, I am in a dilemma to choose one innovative idea to take forwards since most of the ideas are intended for a reason to improve and to maximize the quality of life for each of everyone of us living in the society. so choosing 1 out of 10 from the list is harder then i expected. Therefore, if i have to pick one, i would have to choose ‘THE OCTOPUS CARD’ idea as it is personally my favorite and simply because I have experienced the system. I would say I am amazingly appreciate the convenience which bought to many other people in Hong Kong will agree with me. Therefore, base on my personal encounter and experience. Therefore i would like to take forward this idea and export it to different country who are i feel will be suitable.
An understanding of audience will be a key component of your research. You will need to know what elements of the idea are tailored for its current audience, so that you can then adapt those elements to suit the new audience base.
The Octopus Card are being widely practiced in Hong Kong. A study of the origin country’s culture are principal to understand the reason of prevalent of the Octopus Card.
The culture of Hong Kong can best be described as a foundation that began with China, and became more influenced by British Colonialism. Despite the 1997 transfer of sovereignty to the mainland, Hong Kong continues to hold an identity of its own.
Hong Kong has original culture that cannot be seen in mainland China . Despite Hong Kong was ruled by the British government and is an international city, traditional Chinese cultural influence is everywhere. Most of the Hong Kong Chinese are either Buddhists or Taoists. There are more than 600 temples outside Hong Kong , built in residential areas.
Most Hong Kong ethnic Chinese people naturally lean toward eastern culture, because demographically they are the majority. Many, though, have adopted western ways with substantial numbers still adhering to Chinese traditions. On various social aspects, the bottom-line Chinese values of “family solidarity” ,” courtesy” and saving face” “courtesy” and carry significant weight in the culture. Heavy influence is derived from Cantonese culture from the neighboring province of Guangdong. On the contrary, people have long been referred to by their origin in China. Overall the background of Hong Kong Chinese born after 1965 can be classified as westernised, since they have been influenced by liberal western cultural symbols.
Population
6,855,125
Religions
Eclectic mixture of local religions 90%, Christian 10%
Language
Cantonese is the most widely spoken language in Hong Kong. Since the 1997 handover, the government has adopted the “biliterate and trilingual” policy. Under the principle, Chinese and English must both be acknowledged as official languages, with Cantonese being acknowledged as the official spoken dialect of Chinese in Hong Kong, while also accepting the use of Standard Mandarin.
Superstition and beliefs
Despite the relatively modernised way of life, Chinese superstition still plays an integral part of the culture. Concepts like Feng Shui are taken quite seriously. Expensive construction projects often include the hiring of consultants, that are believed to make or break a business. Other objects like Bugua mirror are still used regularly to shield evils. Numbers in Chinese culture also play a role in people’s everyday life. Numbers like “4″ (because of its similarity to the Chinese word for “(to) die”) are avoided when possible by believers etc.
Pop culture
Mucis: Cantopop has dominated and become synonymous with local music culture since its birth in Hong Kong. While many other forms of music exist, Cantopop still enjoys mass popularity. Yet, the global influence of Mandarin has been changing the style. Mandopop from Taiwan and China is fast gaining ground. Most artists are essentially multilingual, singing in Cantonese and Mandarin.
TV Dramas: Besides from the staple of TVB dramas, citizens also watch a lot of dramas from Japan, Korea and Taiwan.
Celebrity: Hong Kong can be described as “gossip mad”. The personal lives of singers, actors and celebrities in general are popular conversation topics and tabloid material. Hong Kong’s thirst for gossip is not only limited to local celebrities, but celebrities from Taiwan, Japan and to a lesser degree Korea and Mainland China, are also welcomed. Many gossip magazines are also in circulation and one of the most notable/notorious sections is the “HD Reality” section. Introduced after the implementation of HD broadcasting, the section shows HD photos of celebrities and rather truthfully analysis of their attractiveness/unattractiveness. Naturally the section is very popular.
Food
Food holds an important place in Hong Kong culture. Restaurants are available in a level of convenience and variety unmatched by anywhere in the world. The fusion of east and west makes Hong Kong unique, especially in the close proximity where one can find any style any time. From dim sum, hot-pot, fast food, to the most rare of delicacies, Hong Kong carries the reputable label of “Gourmet Paradise” and “World’s Fair of Food”.
Transport
Hong Kong has a highly developed and sophisticated transport network, encompassing both public and private transport. Over 90% of the daily journeys are on public transport, making it the highest rate in the world
Since 1997, an electronic money system, namely the Octopus Card, has been introduced to provide an alternative to the traditional banknotes and coins. Available for purchase in every station of the Mass Transit Railway system, the Octopus card is now a means of payment for not only public transport (such as trains, buses, trams, ferries and minibuses), but also widely used at parking metres, convenience stores, supermarkets, fast-food restaurants, and some vending machines.
The Concept of Face
- Face is an intangible quality that reflects a person’s reputation, dignity, and prestige.
- You may lose face, save face, or give face to another person.
- Companies as well as individuals have face and this is often the rationale behind business transactions.
- You give someone face by complimenting them, showing them respect, or doing anything that increases their self-esteem.
- Such actions must be done with the utmost sincerity. Doing them in a patronizing manner causes both parties to lose face.
- Humiliating people by publicly reprimanding them, insulting them publicly, or contradicting them in front of someone else causes them to lose face.
Confucianism / Hierarchy / Family Values
- The teachings of Confucius describe the position of the individual in Hong Kong Chinese society.
- Confucianism is a system of behaviours and ethics that stress the obligations of people towards one another based upon their relationship. .Confucianism stresses duty, loyalty, honour, filial piety, respect for age and seniority, and sincerity.
- These traits are demonstrated by the Hong Kong Chinese in their respect for hierarchical relationships.
- Although not readily apparent to the casual observer, there are strict rules about appropriate behaviour and the manner in which people must act in order to respect the hierarchy.
Meeting and Greeting
- The handshake is commonly used when greeting westerners.
- The Hong Kong Chinese handshake is rather light.
- During the greeting, many Hong Kong Chinese lower their eyes as a sign of respect.
- There is no need for you to emulate this gesture, although prolonged eye contact should be avoided during the greeting.
- If you are at a large function, you may introduce yourself to other guests.
- At smaller functions, it is polite to wait for your host or hostess to introduce you.
- The Chinese traditionally have 3 names: The surname, or family name is first and is followed by two personal names. The first personal name is their father’s name and the second personal name is their own name.
- Address the person by an honorific title and their surname.
- If they want to move to a first name basis, they will advise you which name to use.
- Some Chinese adopt more western names and may ask you to call them by that name.
The goods about Octopus Card
The Cantonese name for the Octopus card, Baat Daaht Tùng (tranditional Chinese:八達通), literally means “eight-arrived pass” (Baat Daaht also means reaching everywhere). It was selected by the head of the MTR Corporation, the parent company of Octopus Cards Limited, in a naming competition held in 1996. The number eight is a significant number in Chinese in that it is often used to indicate “many”. For instance, the idiom sei tùng baat daaht (tranditional Chinese :四通八達) is a common expression loosely translated as “reachable in all directions”. It is also considered a lucky number in Chinese culture.
The English name Octopus card was also selected from the naming competition, and coincides with the number eight in the Cantonese name, since an octopus has eight tentacles. It is also particularly appropriate since an octopus is able to grab many things at the same time and this ability is conferred to its cardholders who can use it in many different types of transactions.
Since the introduction of the Octopus smart card in Hong Kong in September 1997. It has been a great success for operators and passengers alike. The number of people using Octopus continues to grow as does the number of operators accepting it for payment.
Recharge or top up the card with the add value machines located in MTR/KCR stations and ferry terminals as well as all 350 7-Eleven 24-hour convenience stores in Hong Kong.
The Octopus Card can be used for virtually any of the Hong Kong transportation system; subway (MTR), train (Airport Express, KCR-railway system connecting Hong Kong and Canton province of China), bus, minibus, tram, ferry as well as at most convenience stores and, yes indeed, even McDonald’s. But taxi had not been included with the Octopus Card system as the company are due to in-place the system to the 18,000 taxi drivers in Hong Kong within a couple of years time, as most of the taxi are owned by small companies and privately owned.
There are more than 19 million Octopus cards in circulation, over twice Hong Kong’s population of 7 million. Approximately 95% of Hong Kong residents between the ages of 10 to 65 use Octopus. Also note that Octopus needn’t necessarily be on a card – a variety of devices can house an anonymous Octopus RFID chip, including watches and mobile phone covers. An average of 100 million Octopus transactions take place every day, with a total value of $85 million HKD or about 7 million pound.
Benefits
MTR and KCR both give a 10% discount on single fares. As a result, Octopus usage has now reached 87%. This compares with between 50 and 70% usage on buses as the bus companies do not give a discount. But, with this high level of acceptance, operators that do not accept Octopus put themselves at a major competitive disadvantage.
KCR has replaced its zonal fares structure on its Tuen Mun light rail network with a distance-related structure. Octopus subtracts the maximum fare when the passenger passes a card over a reader. This is the permit to travel. When the passenger exits the network, the system refunds the difference between the maximum fare and the actual fare.
Operators will make considerable savings in maintenance compared with magnetic systems, and there is far less cash handling especially for Bus passenger. Passenger throughput is much faster at gates or when boarding buses, though bottlenecks at stations can be transferred from the gates to the escalators. Smart cards give operators more information than older systems, and enable operators to introduce more sophisticated fare policies and marketing initiatives.
Other application include vending machines, telephone kiosks, parking machines and access control for some private residential developments and school campuses are also benefits from Octopus Card with personalization of the card can use as security purpose.
To make passengers traveling time more quicker, Octopus Card offer linkage to bank debit or credit card which the smart-card will top up automatically when is low. the service is only optional to passenger alike since if the card was lost or stolen, the card could be use for others. so more secure, efficient, flexible and reliable means of revenue collection
All transaction of the octopus card data are privately and securely saved. the data can use for investigation in the future to trace any crime relation suspect by the police.
Transport operators have different criteria wiht regard as “elders”. The card holders age is programmed into the card. Octopus Card readers sutomatically apply any available and if no discount is available the adult fare is deducted. They goes to same with full-time students. such benefit require user to personalize their card bu incorporating users photograph on the front of the card and personal data installed into the card. When relevant discount is emits, a different tone will be alarmed in order to assist in the prevention of fraud.
If the balance on the card is positive (HK$1 or above) but insufficient to cover the cost of the next transaction the card can incur a negative value of up to Hk $35 which is recovers the next time the card gets top up. The card cannot be used for any further transaction once a negative balance has accumulated until the card has been reloaded.
Benefits of Smart cards
One of the most obvious benefits of smart cards is that it is always safer to carry a single card than bundles of “papers”. Moreover, the purchase of goods, payment of bills and other bank transactions can be performed easily and speedily with the use of smart cards. Another important benefit of smart cards is their inbuilt security. They offer protection of information that is stored on them. The smart card technology offers transaction security. Each card has a unique serial number of its own and is capable of performing encryption, thus reassuring secure transactions. Modern-day smart cards have a chip operating system, which possesses error-checking capabilities and user authentication facilities.
A significant advantage of smart cards is that they can, not only store data, but also process information. Through smart card readers, one can communicate with other computing devices. Moreover, smart cards are electrically erasable because of which they can be modified. It is possible to update information stored on the card without having to issue a new one.
Probably, the most important benefit of smart cards is their portability. Owing to their small size, they can be easily carried along. Their communication with the readers is wireless, thus makes it easy to use. Owing to their portability and wireless capabilities, the smart card technology can be implemented in remote areas where wired online communication is not possible. Due to the ease of use and high transaction speeds offered by them, the elderly, the disabled and the socially deprived can achieve improved access to resources and services.
Smart cards find applications in a wide variety of fields. They are convenient to carry and easy to use. They assure protection of data stored on them and offer user authentication facilities. The secret of their popularity lies in the manifold benefits they offer.
The Big Cities
My initial idea is to import contact-less smart card technology into big cities such as London, New York and Tokyo etc… which could simply bring long-term financial and commercial benefits to the cities as a whole.In big city like London or New York, the cadence of each everyone in the society are rapidly fast, is like one second is too much for people to wait. i mean people will eventually spent quarter of their life just WAITING. so why not do something about it to spent next time looking for coins when boarding on buses or have to wait meaninglessly waiting your bank transaction to go through and pay off your bill in supermarket? Also some of the cities are financial capital in the world too which mean time is money. Time is ever so important for people now, therefore when the implement of smart-card technology will save a dramatically amount of time for everyone so that they can get on their life faster and quicker.
Case Study of OCTOPUS CARD
It had been 13 years since the launched of Octopus Card in Hong Kong, and the function of the card had been expanding non-top ever since. therefore advertise/updating its function to the public are important. but is very difficult to gather all the example of the ads since it had been too long. but i am still able to pull off a few. The sequence of the example show below gives a brief idea of how the Octopus Card develop from past to present.
TV ads
This was the first ever ad for the launched of the Octopus Card in 1997. the smart card was a completely new technology/fresh idea for the general public to accept. The card was first to introduce as electronic ticketing for most of the public transport services, as well as taken over the old fashion tickets. The ad was trying to focus to carry the message of reaching everywhere and anywhere fast with the uses of the card, making your everyday life easier and faster.
This ad was put out few year after the first launch of the smart card. so which mean it had been few years for the people in Hong Kong to adopt this new services. Actually this ad was a collaboration with the HK Kowloon motor bus. One of the major reason of adopting smart card was to reduce far less cash/coin handling when boarding for buses/purchasing ticket for trains/underground. Therefore passenger throughout the time of boarding any transportation system will be much faster. which i feel the message/concept of this ad were vital to carry across to the public to the development of the card, and is also essential for the general public to understand the primary benefit in order for the card to gain a strong base of users.
This is another TV ad for the 10th year anniversary of the Octopus Card. By this time, Octopus Card had already gain over 95% of Hong Kong citizens with 10 million transactions each day and more than 19 million Octopus cards in circulation. The card by this time is a indispensable item for the general public to use not just in public transportation, but has also in wide variety of shops, restaurants, supermarket, cards and more. The above ad was put out to celebrate the success of Octopus card, and the “Hong Kong spirit” and the culture of the fast lifestyle which the card help to benefit the people of Hong Kong.
n a wide variety of public transport, shops, restaurants, car parks and more.
The card had develop form a just used for electronic ticketing for transportation to be a item you just need to be out in Hong Kong. It is indispensable which melt into peoples everyday life. The “dou” (alerts when you touch in the card) was the sound you can hear everywhere in Hong Kong. The ad are trying to carry the message of being simple is easy, all you need is a octopus card.
Print ads
The basic format of octopus card had developed to where it does not necessary to be the typical size in ur wallet. the idea of contract-less smart card can not be everything form key-rings, watched, pen etc. so is making people life more simplier and more involved in people everyday life.
Website
The Fundamentals of creative advertising
A visual stimulating introduction to the process and application of creative advertising, with practical steps designed to hone creative skills. by KEN BURTENSHAW, NIK MAHON AND CAROLINE BARFOOT
so this is the book i have been reading. This book is an introduction to the important element of the advertising process. It aims to give students a basic understanding of how advertising agencies create and produce advertising campaigns. The main purpose of this book is to give a basic understanding of how create advertising campaigns are planned and created. This is achieved by focusing on the advertising techniques and approached practiced by advertising.
Key point from the book
For many clients it makes sense to have continuity across an advertising campaign and to use a single agency for the whole of that campaign. This mean that communication lines are straightforward and any potential misunderstanding can be avoided.
One area of advertising specialization is the task of concept generation itself. This has been reflected by an increase in creative boutiques or hot shops, whose strength is to turn out highly creative work quickly – without being hindered by the complex infrastructure or bureaucracy of larger agencies.
The Media options
- Poster – poster offer advertisers a host of opportunities and are a powerful, highly visible and cost effective means of communication. Also referred to as outdoor advertising, the poster is a medium that can be used in different environments or locations and in a variety of shapes and sizes. As such, posters have become an integral part of the cityscape and unlike other media, such as television and press advertising, posters need only the street to exist – fly posters stand side with 48 ad 96 sheet posters. – The success of any poster campaign depends not only on the quality of the creative idea and its ability to engage with the target audience, but also the appropriateness of the media planning and buying.
- Public transport advertising – not all outdoor advertising needs to capture audience attention in the same way. Sometimes the advertiser has the time to talk to a captive audience – either waiting for transport or already on their journey – if they impart their message on a poster displayed at a station, on a train, in a taxi or even on the back of a seat. – according to research carried out by Viacom outdoor, a leading transport media sales company, the average London Underground train passenger spends approximately three minutes on the platform waiting for the train. Large, cross tracks underground posters afford the opportunity for advertisers to enterin, by use of witt, cleave headlines and visual, and there is even the time for their audience to read any supporting body copy about the product or service. This captive audience time even gives the creative team the chance to set puzzles and conundrums which creates an interaction with the waiting passengers and potential consumer.
- Ambient media – Ambient media is a relatively new phenomenon in terms of advertising, so-called because it is advertising that is in keeping with, or becomes part of, the environment that the target audience is likely to encounter. Ambient media tends to occupy an area between advertising and promotional stunts, and can, in many cases, involve relatively little expenditure. In an age where the consumer tends to be wary of the hard sell and where the consumer tends to be wary of the hard sell and constant exposure to advertising and promotion, the use of original and unexpected media such as this can be very effective precisely because it often allows the message to slip beneath the consumer radar. The best ambient campaigns put the media at the center of the communication, in a way that is often unconventional, yet relevant to the advertising message. – There is a wide range of objects, items and fixtures that can fall within the realm of ambient media, such as beer mats, carrier bags, bus and train tickets, video screens, litter bins, floors and paving, take-away drink lids, payroll statements, shopping trolleys and ashtrays. Advertising are constantly seeking fresh, innovative ways to communicate their message and this frequently involves the use of quirkier and more unusual forms of ambient media.
- Direct mail – many consumers view direct mail as unwanted junk mail, and many in the advertising industry also share this view. Historically, direct mail campaigns were seen as a second-class medium, both creatively and in terms of recipient appeal. However, even the most hardened advertising aficionado can see the benefits of a well-planned, creative direct mail campaign; direct mail can be tailored to a particular audience demographic and even speal on a one to one basis with a named individual. In reality though, not all direct mail is perfectly targeted, highly personalized and encased in creative mailing packs that are gratefully received. - direct mail will generate a better response if the individuals targeted are existing customers or have previously requested information about the brand/product at some point. However, mailing databases often contain lists of cold individuals who fit a particular profile, but who don’t have any previous or current relationship with the brand or product.
- Online advertising – the development of powerful computers and the increased use of broadband have enabled the rapid exchange of data and information. One sixth of the world’s population has access to the internet, so it was inevitable that advertising agencies would discover the potential of online advertising to promote their clients brands and products. Online advertising is gathering pace and it is only a matter of time before more of the top creative talents are attracted to work in this exciting and relatively new sector of the industry.
Campaign planning and Strategy
A SWOT (strength, weaknesses, opportunities and threats) analysis is a useful tool that allows the client to display the brand in the context of the marketplace which it operates in – see the example shown below.
Essentials for a client brief
- Where are we now? – firstly the client brief should detail the current position of the brand, product or service in terms of sales, market share, distribution, and consumer attitudes. The client must be completely honest about the brand/product/service and present its weakness as well as its strength. It is also important for the brief to recognize any threats posed by competitors as well as any opportunities that are yet to be exploited.
- Where do we want to be? – This next section of the brief should clarify the objectives of the campaign. What does the client see as the primary objective of the campaign; an increase in sales, or perhaps a shift in consumer perception of the brand?Knowing exactly what the client wants to achieve will help the agency to create a more targeted campaign.
- What are we doing to get there? – The brief should include details of any and all other initiatives being undertaken at the same time by the client’s marketing department to achieve those objectives. This will ensure that any new campaign created by the agency can be fully integrated into other marketing activities .
- Who do we need to talk to? – This element of the client brief will perhaps be the most influential on the direction of the creative strategy and the media chosen to communicate the message. The client needs to tell the agency as much as possible about the target audience and potential customers; from who they are, to why they buy, might buy or currently don’t buy the brand or product.
- How will we know when we’ve arrived? – The client brief also need to outline the criteria that will be used to evaluate the results of the campaign. This will usually involve some degree of market research both before and after the campaign.
The campaign planning cycle
The fundamental questions that typify the campaign planning cycle are shown in the diagram opposite. They mirror the information supplied by the client brief, but the key element added by the agency is under the heading “How do we get there?. This is a cyclical model – once the campaign’s effectiveness has been evaluated under heading ‘did we get there? this information is fed into the next campaign to ensure the Where are we now? section always remains current.
Target audience
The agency defines the people they are addressing with the advertising communication. The brief should include information that gives some insight into the personality and behavior of the target audience. It is very important that the creative team has a clear idea; their lifestyle, interests, pursuits, beliefs, what jobs they have, their expectations and how they generally tend to act or think. This can be difficult if the audience is very diverse in nature, but it is essential if the right proposition is to be reached.
How do you want the audience to react? – this information may or may not be included as part of the advertising objectives. Essentially, it outlines how the agency wants the target audience to react to the campaign and what they want them to think or do after they have seen the advertising.
Substantiation (or support) – it is the evidence that supports the claim made by your advertisement. So whether it is a promise that this detergent will clean clothes better or that a particular mobile phone offers the cheapest deal, the audience needs to have a good reason to believe the advertisement.
Tone of voice – The ‘tone of voice’ refers to the overall mood projected by the advertisement, for example, is it necessary to be humorous, light-hearted, fun. serious, authoritative, confident or knowledgeable? There are of course many different tones of voice you can use, which provide you with an opportunity to emphasis a particular aspect of the brand or make a connection with the consumer.
Requirements – This section lists the specific media needed to communicate your proposition to your target audience. These items might range from press or magazine advertisements and posters to radio or television commercials and internet banners. This part of the brief will specify the likely choice and size of media.
Get to know your audience – remember that it is not only the product you need to be familiar with. you will need to have an in-depth knowledge of your audience too. This needs to go beyond the general demographic information such as age, gender, statue and so on. It encompasses consideration such as:how they talk, what kind of issues are important to them, what jobs they have, what views and opinions they harbor, what their needs and desires are, the lifestyle they lead and the lifestyle they may aspire to. Some of this information may be in the brief, but the rest of it you will need to discover for yourself. This may not be an easy task, particularly if your audience is a sector of the population with whom you have had little contact or knowledge of in the past.
If you can, focus on someone you personally know who falls within the same target group. How would you talk to that person? What would really interest them? What would get their attention and capture their imagination? In a sense, you should be thinking in terms of communicating with a single person, rather than mass audience. That way you are more likely to address the audience in a more personal ‘one to one’ way, rather than a general message for a general audience. In some cases you may need to go further in order to really develop a sense of empathy for your audience. If at all possible, put yourself in their shoes for a while and try to see the product you are advertising or the issue you are promoting from their perspective. It is only when you can convince your audience that you understand their problems, issues or viewpoints that they may start listening to what you have to say.
AIMS
Clients:
Transport For London (Tfl)/London council/general public of British People
Brief:
- Revolutionize a new paying method with the Oyster Card
- To expand the function of the existing Oyster Card and allow its function to limit-less to transportation but also available in shop, supermarket, restaurant and many mores basic paying.
- Create a campaign to increase its popularity and inform the essence of the idea to the British people.
Target Audience:
All aged group across the board will be targeting/benefit with the concept.
Commuters who carry big fat wallet/persuading them to the card will eventually replace their wallet and make their life more convenience.
WWW.NEARFIELD.ORG
Immaterials: the ghost in the field from timo on Vimeo.
RFID is still badly understood as an interactive technology. Many aspects of RFID interaction are fundamentally invisible; as users we experience two objects communicating through the ‘magic’ of radio waves. This invisibility is also key to the controversial aspects of RFID technology; once RFID antennas are hidden inside products or in environments, they can be invoked or initiated without explicit knowledge or permission. (See here for more on the invisibility of radio.)
But invisibility also offers opportunities: the lack of touch is an enormous usability and efficiency leap for many systems we interact with everyday (hence the success of Oyster, Suica and Octopus cards). But there is also the ‘magic’ of nearness one of the most compelling experiential aspects of RFID.
As designers we took this invisibility as a challenge. We needed to know more about the way that RFID technology inhabits space so that we could better understand the kinds of interactions that can be built with it and the ways it can be used effectively and playfully inside physical products.
Fake medicine online. Side effects may include: Get Real. Get a Prescription.
Advertising Agency: Langland, UK
Art Director: Andrew Spurgeon
Photographer: Dylan Collard
Photographers Agents: Vue
Stylist: Vicky Connor@Shoot People
Published: November 2009
I like the communication in this series, not overloaded, clean. simple photography decent tag line! Sometimes a simple thing is a good thing.
Over-view of different smart card around the world
Function of Oyster Card are very behind looking at the specification of different card aroud the world.
Climate camp protests
A campsite full of tiny tents has been set up on London’s Millennium Bridge before the European Union summit in Brussels tomorrow. The Oxfam backed miniature installation, the work of German artist Hermann Josef Hack, represents climate camp protests which highlight the promblem of climate change around the world.
Expanding the function of Oyster Card
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Revolutionize a new paying method with Oyster Card where supermarket/convenience store/post office/
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The card could make insufficient fund to cover the cost of the next transaction. The card can incur negative value of up to appropriate amount, which could recover the next time the card get top up. The card cannot be used for any further transaction once a negative balance has reached.
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Additional reader in-place in location for balance check up.
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Optional to personalize your card, allow to link credit/debit card
Possible medium !?
Experiences using contract-less smart card
Information from——-http://blogs.sun.com/HK/entry/this_is_my_octopus_card
One of the benefits using contract-less smart card. The idea of only need to carry anything but a smart card is what i wanted to get across to the publics. This idea is cruel for the public to understand in order for then to accept the new function of oyster card easier.
Security concerns
Information from——-http://blogs.sun.com/HK/entry/this_is_my_octopus_card
one of the concern using this smart card is security. the problem facing is that once the card had been lost. random people will then pick it up and use it! this is really the down fall of this card because there is no password protect and people can simply use it just like that. Also personal safety will be in jeopardy because people will be aiming to steal this card knowing the fact that there is at least certain amount of cash in it. few of the question had be rise as i present the idea to my fellow peers. Base on my personal encounter with Octopus card, the way i see this is that, there is absolutely no way you could prevent youself from losing something, when you lost it, you lost it. If you treated you card as any other credit card, bank card, personal ID in your wallet. How rarely you lost you wallet?How rarely you DROP you wallet? I mean, if we constantly thinking we might lose our wallet sooner or later then why bother have a wallet or why bother going out at all? Also, I am using my oyster card now, i always stored up to 30 pound in advance on my card too. If my card are then lost or stolen by people, people can still use my £30 credit, Wouldn’t be the same? this doesn’t stop me from store up credit in advance, and making my own everyday life easier. but that is just my personal opinion and seeing this problem. I will still be looking for solution to solve the problem as this is the major concern for a lot of people if the idea of using the oyster card as a new way of paying method are to be import to UK.
Check your balance – myki card (Melbourne city)
To check the balance on the card, you can use a much smaller pole mounted reader. A similar size unit, with fewer buttons. This is another function which i intended to improve in the oyster card in london. To have addition reader machine in tube station or bus station. Simply because i dont exactly know when is my card have no credit or not, so sometime when i boarding on bus, and my card had zero credit, then i will be stuck. therefore to have addition reader like myki card in melbourne. So everytime i wait for a bus or go into the tube. I can always check up my balance and go to the nearest top up point when my card had no credit. I know that in tube station you have reader to check you balance but, in order to check up, you have to wait in a queue to the same machine which you top up your card, which might have to wait for a while just to know how much credit is in the card. Therefore, with additional reader in-place in bus/tube station, everything will be easier.
Logo designs of OYSTER+
Idea – advertising in supermarket
Strategy plan
Poster ideas
Leaflets ideas
Reiterate the idea of Oyster+ as the new cash, more preferable paying method to cash or debit/credit card
WEBSITE IDEA
The divorce lift
Advertising Agency: g k k DialogGroup, Frankfurt, Germany
A typical wedding photo was affixed to door lift doors in a law firm. Unfortunately, every time the doors opened, the couple split up. But help was at hand for everyone in the same position as soon as they stepped into the lift: a sign showed the name of the law firm and which floor the office was on. Somehow I quite like the idea of capturing the vary few sec attention of the door opens up attention from passers for a piece of important message, logo, or whatever information which required to keep minimum in order for the the application to work.
IDEA
Idea-ticket gateway
Ticket Gateways offer unmissable visual impact. They provide advertisers with the ability to be seen by every single commuter. The sites are positioned directly on the gates ensuring maximum exposure and recall as people enter and exit a station. They provide a great notice board for your brand and can be key in driving immediate purchase. If you are looking to get your brand literally in front of this valuable audience, this is the way to do it. 64% of commuters say they have bought, or tried something as a direct result of seeing advertising on the Underground*. Tickets and Ticket Gateways are an excellent way to drive this kind of response.
Audience delivery – 150,000 individuals pass through Tube ticket gateways every hour.
Point of purchase – Ticket Gateways are ideal at hitting consumers close to the point of purchase, benefiting from being the last site you see before leaving a station.
Guaranteed impacts – Gateways offer guaranteed impacts, everyone has to pass through a gateway, avoidance is impossible creating accountability and measurability.
Frequency and reach – Ticket gateways grab attention as consumers pass through them, guaranteeing frequency and reach as they are seen by everybody.
*Source Robert Quayle research.
Adidas-underground
IDEA
Final outcomes.
THE BODY SHOP LIVE (1)
BRIEF
Background information (Body Shop)
THE VALUE
“I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision.”
Anita Roddick. Human Rights Activist. Founder of The Body Shop.
The beauty behind our business. What we do. Why we do it. How we do it. And what makes us different.
We believe there is only one way to beautiful, nature’s way. We’ve believed this for years and still do. We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty and express your unique personality. And whilst we’re doing this, we always strive to protect this beautiful planet and the people who depend on it. We don’t do it this way because it’s fashionable. We do it because, to us, it’s the only way.
THE COMPANY
“The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed.”
Dame Anita Roddick. Human Rights Activist. Founder of The Body Shop
The Body Shop International plc is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, we now have over 2,400 stores in 61 countries, with a range of over 1,200 products.
against animal testing
Every one of our products is animal cruelty free and vegetarian. In fact we were the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.
for trading fairly
We believe in fair trade to such an extent, that over 20 years ago we set up our own fair trade programme, called Community Trade. We believe this level of commitment to trading fairly is unique in the cosmetics industry. Community Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of our products contain Community Trade ingredients.
our five core values
The Body Shop is a leader in promoting greater corporate transparency, and we have been a force for positive social and environmental change through our campaigns around our five core Values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.
our charitable foundation
We also have our own charity, The Body Shop Foundation. Launched in 1990 (registered charity no. 802757) we give financial support to pioneering, frontline organisations that otherwise have little hope of conventional funding. The Foundation’s focus is to assist those working to achieve progress in the areas of human and civil rights, environmental and animal protection.
THE HISTORY
The very first The Body Shop® store opens on 26th March 1976 in Brighton, on the south coast of England. By 1978 a kiosk in Brussels became the first overseas franchise, and by 1982 new shops open at the rate of two per month.
In 1985, in its first year as a public company, The Body Shop sponsor posters for Greenpeace. A year later, it creates an Environmental Projects Department of its own, while the first major window campaign for The Body Shop is “Save the Whale” with Greenpeace, in 1986.
The first Community Trade product for The Body Shop, a Footsie Roller, is produced in 1986 by a supplier in southern India. This trade in Footsie Rollers has evolved into the current trade with Teddy Exports in India, one of our key Community Trade suppliers.
By 1990, just one year after launching in the USA, there are 2,500 applications for a franchise, with demand for The Body Shop® products ever-growing, driven by expansion which saw the company trading in 39 countries within just fourteen years after the opening of the very first shop!
In 1990 The Body Shop Foundation is established, a charity which funds human rights and environmental protection groups.
The Big Issue paper for homeless people, which began as a The Body Shop Foundation project, is launched in 1991. By 1998 its success saw The Body Shop Foundation part-funding the launch of The Big Issue stateside, in Los Angeles.
The New Academy of Business is established in 1995, as an initiative by Anita Roddick. This innovative management degree, addressing social, environmental and moral issues, is run at The University of Bath, in England.
In 1993 The Body Shop launches a high profile international campaign to raise awareness of the plight of the Ogoni people and their leader Ken Saro-Wiwa. They were being persecuted for protesting against Shell and the Nigerian dictatorship over exploitation in their homeland.
The Body Shop At Home™, the direct-selling arm, is launched in the UK in 1994, Canada in 1995, Australia in 1997, and USA in 2001. It has now rolled out in 48 states in the USA and is set to grow even bigger.
The Body Shop continues to increase its positive environmental practices. In 2001, The Body Shop UK region and service-centre head offices in Watersmead, switch to Ecotricity, providing them with energy from renewable sources. In addition, a number of The Body Shop® stores have now converted to green electricity.
Campaign successes include the Against Animal Testing campaign. The campaign leads to a UK-wide ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever petition (four million signatures) being delivered to the European Commission in 1996.
In 1997, The Body Shop is the first international cosmetics company to sign up to the Humane Cosmetics Standard, supported by leading international animal protection groups.
In 1995 and 1997 The Body Shop Values Reports are recognised as trailblazing by United Nations Environmental Programme and SustainAbility, and ranked highest in their review of International Corporate Environmental Reports.
In 1997, The Body Shop celebrates its 21st birthday with the launch of a new flagship store design, winning the prestigious Retail Week Store Design of the Year Award.
To celebrate the 50th Anniversary of the Universal Declaration of Human Rights in 1998, The Body Shop launches a joint worldwide campaign with Amnesty International to highlight the plight of human rights defenders around the world, encouraging customers to ‘Make Your Mark’ for human rights. This successful campaign saw three million people sign up.
In 1999, The Body Shop creates four new business units in the UK, Europe, the Americas and Asia, shifting its operational and management structure out to the regions.
2001 saw the first The Body Shop® customer reward programme launched in the US. It becomes so popular, it’s now in key markets globally, known as Love Your Body™ customer programme with customers rewarded by 10% off their purchases, free gifts and a birthday present, as well as other members-only benefits.
The Body Shop branches into South Africa in June 2001, via New Clicks Holdings as The Body Shop direct franchisee in South Africa. New Clicks have a strong commitment to corporate social responsibility through its New Clicks Foundation.
During 2002, The Body Shop runs a global campaign with Greenpeace International on promoting renewable energy, which culminates in the presentation of over six million customer signatures at the World Summit for Sustainable Development in Johannesburg. We further our commitment to environmental sustainability through investment in renewable energy, funding of energy efficiency projects in the developing world, and incorporating post-consumer recyclate into our packaging.
During 2003 The Body Shop launches a global campaign to raise awareness and funds to help those affected by domestic violence. The Stop Violence In The Home campaign builds on almost a decade of campaigning on the issue in a number of our markets, including Canada, the USA, and West Malaysia. The campaign aims to highlight the issue, raise money to support the work of groups helping victims of violence, and ensure that customers and employees are provided with information on sources of advice and help.
Anita Roddick is appointed as a Dame of the British Empire as part of the Queen’s Birthday Honours on Saturday 14th June 2003.
During 2003 The Body Shop launches in Estonia and Turkey.
In 2004 The Body Shop is the first global retailer to join the Board of the Roundtable for Sustainable Palm Oil, working with NGOs and plantations to protect tropical rainforests and improve the human rights of workers and indigenous people.
In 2005 The Body Shop joins The Campaign for Safe Cosmetics and is commended by Greenpeace and the Breastcancer Fund for our responsible chemicals policy.
During 2005 The Body Shop is awarded for achieving higher standards of animal welfare in the cosmetic category at the first annual awards of the Royal Society of Prevention of Cruelty to Animals in the UK. An independent panel of judges chose The Body Shop as winners because of our Against Animal Testing policy.
The Body Shop arrives in Jordan and Russia in 2005, bringing the total of stores around the globe to 2,045.
On March 27th 2006 The Body Shop turned 30.
In 2006 The Body Shop wins PETA’s Proggy (progress) awards for its ongoing commitment to avoid animal testing.
In 2006, as part of the ongoing Stop Violence in the Home, The Body Shop creates a partnership with UNICEF and the United Nations Secretary-General’s Study on Violence Against Children, to conduct a study into the effects of domestic violence on children.
The Body Shop becomes part of the L’Oréal Group and de-lists from the London Stock Exchange on July 12 2006. It retains its unique identity and Values and continues to be based in the United Kingdom. It operates independently within the L’Oréal Group and is led by the current management team of The Body Shop reporting directly to the CEO of L’Oréal, Jean-Paul Agon.
On 10th September 2007, our founder and inspiration, Dame Anita Roddick, sadly passes away at the age of only 64. Her legacy and inspiration continues at The Body Shop.
In 2007 The Body Shop join forces with MTV in a new brand partnership to raise funds and awareness about HIV and AIDS amongst young people, through the Spray to Change campaign. Over £430,000 is raised through sales of the limited edition Rougeberry fragrance. The money raised goes to the Staying Alive Foundation, a charity who fund with grass roots organizations raising awareness and educating young and at-risk groups about HIV and AIDS.
In January 2008 Sophie Gasperment joins The Body Shop, assuming the role of Chief Executive from June 2008.
August 2008 sees the unveiling of The Body Shop exciting new brand look.
Key words
Brain storming
Body Shop/Ethical
Fact is we can not make the world a better place or save the world by shopping, buying more and more things with excessive/waste packages. that is not Ethical. That goes the same with other cosmetic company force its user to believe buying its product will eventually gaining BEAUTY. Through my campaign, i would like to craft Body Shop as a brand to reflect the true definition of Ethical Beauty.
Packaging of Body Shop – They are the first of cosmetic product retailer to use 100% recyclable plastics.
- numbers of packaging + product container from cosmetic company is ridiculous
- problem of recycling. the process itself still consume energy in order to complete the process and itself the process is expensive to be achieve
- packaging in body shop are kept to minimum to reflect they environment friendly. But the question is how many of its packaging or container were end up in the dump at the end of the day?
Therefore, my campaign will allow customers to realize Body shop has put a real effort to be truly environmental friendly and ethical in terms of keeping its packing to minimum at its maximum effects.
What wrong with THE BODY SHOP ? A criticism of ‘green’ consumerism, London Greenpeace
The Body Shop have successfully manufactured an image of being a caring company that is helping to protect the environment and indigenous peoples, and preventing the suffering of animals – whilst selling ‘natural’ products. But behind the green and cuddly image lies the reality – the Body Shop’s operations, like those of all multinationals, have a detrimental effect on the environment and the world’s poor. They do not help the plight of animals or indigenous peoples (and may be having a harmful effect), and their products are far from what they’re cracked up to be. They have put themselves on a pedestal in order to exploit people’s idealism – so this leaflet has been written as a necessary response.
Companies like the Body Shop continually hype their products through advertising and marketing, often creating a demand for something where a real need for it does not exist. The message pushed is that the route to happiness is through buying more and more of their products. The increasing domination of multinationals and their standardised products is leading to global cultural conformity. The world’s problems will only be tackled by curbing such consumerism – one of the fundamental causes of world poverty, environmental destruction and social alienation.
FUELING CONSUMPTION AT THE EARTH’S EXPENSE
The Body Shop have over 1,500 stores in 47 countries, and aggressive expansion plans. Their main purpose (like all multinationals) is making lots of money for their rich shareholders. In other words, they are driven by power and greed. But the Body Shop try to conceal this reality by continually pushing the message that by shopping at their stores, rather than elsewhere, people will help solve some of the world’s problems. The truth is that nobody can make the world a better place by shopping.
20% of the world’s population consume 80% of its resources. A high standard of living for some people means gross social inequalities and poverty around the world. Also, the mass production, packaging and transportation of huge quantities of goods is using up the world’s resources faster than they can be renewed and filling the land, sea and air with dangerous pollution and waste. Those who advocate an ever-increasing level of consumption, and equate such consumption with personal well-being, economic progress and social fulfilment, are creating a recipe for ecological disaster.
Rejecting consumerism does not mean also rejecting our basic needs, our stylishness, our real choices or our quality of life. It is about creating a just, stable and sustainable world, where resources are under the control of local communities and are distributed equally and sparingly – it’s about improving everyone’s quality of life. Consuming ever more things is an unsatisfying and harmful way to try to be happy and fulfilled. Human happiness is not related to what people buy, but to who we are and how we relate to each other. LET’S CONSUME LESS AND LIVE MORE!
MISLEADING THE PUBLIC
Natural products? – The Body Shop give the impression that their products are made from mostly natural ingredients. In fact like all big cosmetic companies they make wide use of non-renewable petrochemicals, synthetic colours, fragrances and preservatives, and in many of their products they use only tiny amounts of botanical-based ingredients. Some experts have warned about the potential adverse effects on the skin of some of the synthetic ingredients. The Body Shop also regularly irradiate certain products to try to kill microbes – radiation is generated from dangerous non-renewable uranium which cannot be disposed of safely.
Helping animals? – Although the Body Shop maintain that they are against animal testing, they do not always make clear that many of the ingredients in their products have been tested on animals by other companies, causing much pain and suffering to those animals. They accept ingredients tested on animals before 1991, or those tested since then (if they were animal-tested for some purpose other than for cosmetics). There continue to be concerns about the enforcement of their policy. Also, some Body Shop items contain animal products such as gelatine (crushed bone).
Caring for our bodies? – The cosmetics industry, which includes the Body Shop, tries to make women – and increasingly now also men – feel inadequate and insecure about their bodies, and pushes the message that people need ‘beautifying’. Women especially are often put under pressure to conform to the impossible physical ideals set by money-oriented industries and the media. Let’s appreciate everyone’s natural beauty and dignity.
WHAT YOU CAN DO
Together we can fight back against the institutions and the people in power who dominate our lives and our planet. Workers can and do organise together to fight for their rights and dignity. People are increasingly aware of the need to think seriously about the products we use, and to consume less. People in poor countries are organising themselves to stand up to multinationals and banks which dominate the world’s economy. Environmental and animal rights protests and campaigns are growing everywhere. Why not join in the struggle for a better world? London Greenpeace calls on people to create an anarchist society – a society without oppression, exploitation and hierarchy, based on strong and free communities, the sharing of precious resources and respect for all life. Talk to friends and family, neighbours and workmates about these issues. Please copy and circulate this leaflet as widely as you can.
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For direct reference please go to – http://www.mcspotlight.org/beyond/companies/bs_ref.html#2
This does not represent my personal prepective toward Body Shop as a brand. Also, I did not purposely put up this article as i am create a unconventional campaign for Body Shop. But at the same time, various area pointed out in this article are important in terms of what the general public think toward Body Shop as a brand. it almost feel that for all the things Body Shop over the years fail to meets its standard or the ethical image to the public
Competitors
Aveda
Aveda sells products ranging from skin care to hair care which are as organic as possible. Aveda also maintains a variety of partnerships with salons and spas that use their products. Many of these locations also offer treatments certified by Aveda. Aveda offers training to employees of its affiliated salons and spas. They also run several institutes for cosmetology education.
Aveda set an industry precedent by introducing an aerosol hairspray that has a net-zero impact on the Earth’s climate and an award-winning low 35% VOC formula. Through a partnership with NativeEnergy, an organization that supports and builds renewable energy products, Aveda has helped fund wind turbines. Aveda claims that it purchases enough wind energy to power its primary manufacturing facility. The company uses “sends sustainability surveys to publications to help decide where to place its ads”.
Aveda is partnered with schools across the country to recycle bottle caps
Current campaign for AVEDA
WE’RE ALL FOR CLEAN WATER
Each LIGHT THE WAY candle customers purchase helps fund Global Greengrants Fund projects protecting clean water and touching the lives of tens of thousands of families worldwide.
In 3 years running of the past campaign: award grants to more than 600 communities in 20 countries, clean up toxic contamination in more than 70 rivers and water sheds around the world, convert 2,500 acres into sustainable, organic farms, train and empower 9,500 women to be activists for clean water in their communities.
Origins
The company is known for their skin care products. Notable lines include the “Perfect World” line of products.
The mission at Origins is to create high-performance natural skincare that is powered by nature and proven by science. They use potent plants, organic ingredients and 100% natural essential oils. And their long-standing commitment to protect the planet, its resources and all those who populate it is reaffirmed by earth and animal friendly practices.
Kiehl’s
Kiehl’s is a premium American cosmetics brand retailer, founded in New York City’s East Village in 1851. It currently has stores worldwide and is owned since 2000 by the L’Oreal cosmetics group. Kiehl’s specializes in making premium skin, hair, and body care products, and its formulas utilize extensive herbal and pharmaceutical knowledge passed on through generations of manufacture.
As with many cosmetics and body care companies, Kiehl’s offers a wide range of products. These include fragrances, oils, shampoos, cleansers, sunblocks, lip balms, lotions and moisturizers, for men and women. Notably, Kiehl’s also offers cleansing products for pets, including for dogs and horses.
Back 2 M.A.C – a recycle programed for M.A.C cosmetic
The Back 2 Mac is a recycling program which customers of MAC canada cosmetic allow to bring back to the store 6 “primary containers including eyeshadow pots, foundation bottles, pigment jars, lipstick or gloss tube, in a result, customers allow select a range of free items including lipstick, gloss, or eyeshadow up to $14.
For a second i through that was a good idea because for the empty container instead of ending up in the bin, they could bring back the empty container to the store for further recycle purpose. and i also thought okay, it is a good idea that could actually apply to body shop. But then i think a little bit more, customers save their empties containers and usually bring giant bags in for recycle in return for free products. I think this is just another way for them to get you to visit the store more and spend more money in their product everytime you visits. which is wastes money, gas in terms of actually making effort travellng to the store. Which afterall isnt so green at the end of the day. Although the concept is rich to develop further more.
‘Licence to fill’ article form The Guardian
A woman shopping at Unpackaged, a shop in London that encourages customers to bring their own packaging and container
It all happened in a blink of a distracted eye when I heard a loud noise at the other end of the shop. One moment I was carefully filling a bottle with olive oil from a large metal vat, the next I was surveying a minor disaster. Olive oil was cascading from the spout straight into my recycled paper carrier bag and soaking my hands, wrists and jacket sleeves. I jumped away in horror and embarrassment (being careful not to slip on the floor) and managed to turn the tap off.
“I think I’ve had an accident,” I mumbled to a kindly and unflappable shop assistant, who mopped up the mess with a jumbo kitchen roll, sacrificing an entire rainforest in the process. I could tell from her face that it had happened before. When I came to pay, it was a struggle extracting money from my treasured tartan purse as it now resembled a squidgy baklava. I fled the shop in horror, trailing oil.
The government’s eagerly-anticipated new food packaging strategy unveiled by Hilary Benn this week, aims to encourage a return to this old-school approach to packaging. More controversially, he would like to see supermarkets giving their shoppers the option of buying anything from laundry detergent to coffee loose, by simply taking empty containers back to shops to be refilled. But while it’s a good idea in practice, is it something large retailers would really want, or are geared up, to do?
My own oil slick experience took place in a visionary and enterprising London shop called Unpackaged, which was opened by local resident Catherine Conway in 2006 on the site of a disused and long-neglected dairy near where I live. Customers can bring in and re-use any old containers – glass jars, tupperware, old takeaway cartons, brown paper bags, plastic bags, old packaging. If if it’s heavy, they weigh it first, if it’s light then you just fill it up and they weigh it at the checkout. The best bit is that you automatically get a discount by bringing in a container, and you can choose from a wide range of organic fresh and dried food including rice, porridge and nuts, and liquids including washing-up liquid and oils.
Maybe customers (or customers like me, at any rate) cannot be trusted to do their own refilling, and staff should be put in charge of potentially hazardous liquids. And this kind of shopping is, by its very nature, unlikely to be a spontaneous option. You have to be pretty well-organised to keep and clean and collect your containers, then remember to take them all with you. But if it’s important to you, then you do it. And if there’s a financial incentive, then surely that’s going to help.
Should supermarkets provide facilities for refilling or should we just hope that more enterprising, smaller shops, will recognise the demand? Even worthy attempts by giants like Tesco to allow their customers to remove and leave behind packaging after they have bought goods have thus far only been restricted to trials. Do you think the extra preparation and organisation needed would be plausible or worth the sort of discount you’re likely to get?
Article from http://www.guardian.co.uk/lifeandstyle/wordofmouth/2009/jun/11/supermarket-government-packaging-strategy
JUNKK.COM
JUNKK.COM is a website where people can upload their views and ideas on how to recycle waste. Even the smallest of contributions can make a BIG difference. The website encourage people to valued and save the plant. People allow to upload images of their innovative idea of how to recycle rubbish for an alternative use. Is almost a massive brainstorm of second-use of any wastage we produce in our everyday life.
Precycle
Precycling – “Pre” means “before” and “precycling” means we can “preventing recycling” by taking a action before.
Example of Precycling
- Bringing in your own bags to the retail store, by that, consumers not only prevent have to recycle additional bags, you actually preventing recycle an existing bag.
- Buying less disposable items or none at all, consumers are preventing more things from ending up in landfill, and we won’t be using excess packaging.
- if consumers buying “long life” products (such as batteries and light bulbs) or “concentrate” products, (such as juices or detergents) you not only prevent buying unnecessary packaging, but you prevent more products from ending up in a landfill
Ways of Precycling
- Bring reusable bags to the store with you. Cloth or paper will do
- Buy large quantities. If you buy products in bulk or in large sizes and quantities, you can put them in smaller containers as you need them and this uses less containers.
- Buy products with the least amount of packaging or none at all. Items packed in multiple containers may look, but they are a waste
- Buy products with the least amount of packaging. If you have to use container, it might as well be green. Additionally, you help support green corporations
- Don’t buy disposable item. They only fill the landfill more.
- Buy less paper towels and napkins or none at all.
- Buy long life and concentrated items. This saves on packaging as well as product.
- Don’t purchase styrofoam. It contains polystyrene, which is the most diffcult material to break down in our landfill and is considered a hazardous waste.
- Buy item in cardboard, aluminum, steel, glass, and plastic containers marked 1 and 2. These containers can be recycled more easily.
- Read labels for ingredients. Stay away from chemicals that harm our plant and animal life and poison our land.
Information from:
http://www.planetpals.com/precycle.html
VIDEO ON PRECYCLE:
http://www.reuters.com/news/video?videoId=93941&videoChannel=74
UNPACKAGED
UNPACKAGED was founded in 2006 by Catherine Conway in the belief that there is a better way to sell food.
We want to make it easy for our customers to do the right thing – the right thing for themselves and for the environment.
We started on a market stall and now have a shop at 42 Amwell St, London.
Packaging research – Boxed and labelled new approaches to packaging design
As climate change rocks the world, it is also rocking the design world. At this point in the history of industry, those who integrate environment friendly solution into theier practice will be in demand. The pressure on companies to go green comes not just from the consumers, but also from up and down the supply chain and, not least, from their own bookkeepers. Packaging has been an obvious place to begin. Germans now leave packaging at the supermarket to be recycled, which means that supermarkets, in turn, put pressure on producers to reduce their packaging. In the UK, shoppers can bring their own boxes to buy cereal, and almost everywhere, there is a move from bottled water to tap, not just in homes and resaurants, but hotels.
There are many shades of green, from “reduce, reuse, recycle” to making the best of what you’ve inherited and then passing it down to the next generation. “i think the biggest consumer misconception in this area is that for packaging facilities, using local production and dissecting every step in their process to see how to reduce their carbon footprint.
Although plastic has been widely vilified, most designers know that it is more important to decrease the amount of material used than to get rid of polymers altogether. Sure, local plastic vs. imported paper can get confusing. And because green has gone mainstream only recently, alot of companies are greenwashing to sell more products, in much the same way that sold inferior merchandise to a naive public, inspiring the first officially trademarked product.
responsible packaging design is as simple as making a wrapper that the consumer wants to live with. Designers are building a second life into their packaging giving and additional function to the container:and emptied wine box becomes a wine rack, a perfume bottle can be used as a travel case. Sometime this reuse is brief, but sometimes the box enjoys a longer product life than the product does. In the near future, packaging may be re-purposed in different ways after it is used.
Have been reading this reference book about new approaches to packaging design. I was looking for minimum packaging/fresh approaches for packaging for my ideas.
These bags were designed as colour samples of hair extensions for distribution to visitors at a party at MUSE beauty salon. Hair extensions are attached to bags as handles.
Kaffe is a coffee shop started by four Swedes. The handwritten charcoal aesthetic derives from the personal connection every person has with their type of coffee. This is reflected in a direct style of communication, with business cards, bags, take away cups. Personally addressing the customer.
This packaging contains fruit and vegetable seeds for novice gardeners. Using user centric research and the innate properties of 100% recyclable corrugated cardboard, the new wrapper is simple, clear, sustainable and as approachable as its contents.
With these rice sacks, in three sizes plus a fabric bag for transport and refilling. The small bags are printed with information about starvation around the globe while the tall bag is illustrated with a leg bone to recall an undernourished human figure.
The designs show graphic fan forms, inspired by the diaphragm of a camera. Various, overlapping transparent colours were used to differentiate the different products within this line.
Alima Pure makes mineral makeup using a minimum of ingredients. The exterior packaging features illustrations that are foil stamped in pearlescent white on the natural cream stock. One exposed end of each box reveals the jars and product anchored by a simple sticker containing product information, which eliminates the need for extra run and printing costs.
This packaging is tastefully introduced through the use of labels in tweed and other fabrics.
A box made in recycled raw-looking cardboard conveys the purity and nature oriented character of the product. On the other hand, the lithography and gold seal with curling serifs made in hot stamp lend an air of luxury to the box.
INSPIRATION
CONTINUE…
THE BODY SHOP LIVE (2)
Inspiration/Improvisation in Thailand
Plastic are commonly use in Thailand as “container” for various type of drinks around street corner. The ubiquitous plastic bag becomes an instant cheap bottle if you add a straw. And you can hang it anywhere. Personally i didn’t like the hygiene side of serving drinks/liquid with plastic bag, and the plastic can only be use once since the thickness of it is very very thin. but i thought a alternate way of using plastic bag and the the simplicity of not having graphics or excess packaging, in which the plastic act as a all in one:container, packaging, and easy to use.
Zongzi
(ZONG,粽) is a tranditional Chinese food, made of glutinous rice stuffed with different filling and wrapped in banboo or reed leaves. In the western they are known as rice dumplings or Chinese tamales.
ZONG is tranditionlly eaten during the Dragon Boat Festival which falls on the fifth day of the fifth month of the Chinese Calendar.
During the period of the dragon boat festival, shop and restaurant will prepare ready make Zong for people who doesn’t know how to make ZONG. SO customers can order from the shop and take room the ZONG. Traditionally, reed leaves is wrap around the Zong along with Bamboo skin and people can carry zong with the reed leaves(like the picture shown above. But this traditional way of carrying the zong was replace with plastic bag since is much clearer and lesser effort just put the Zong int he bag. in my opinion i have to say using plastic is alot more convenient to use when it comes to carry stuff, but but use string/leaves for carrying thing is a very fresh and unique way, which i will try to inplementing and developing this idea forward.
Paracord/alternative way to carry a bottle
Brain storm
Core concept
- to encourage customers of the body shop to bring in their own container for their product of choice
- reuse is the best option after reduce/recycle in term of environmental friendly/ethical
- that we help the body shop to retain the top position/leading of being environmental friendly brand. they were the first to use 100% recycle plastic. and now the body shop is being ‘ahead of the game’ again and Pre-cycle all their container.
- this core concept also avoid any material that are ‘recyclable’:plastic bag/containers. that is because lots energy are still consumed into the recycle process. so of this company claim that they are ‘environmental’ brand but actually NOT
Development
Logo
Final Logo
Label
since my core concept is to encourage customers to bring in the own container to refill their product of choice. and my initial idea is to apply label with with product information on it. therefore i tend to crate a label that are flexible enough to be able to to stick on any type of containers. plastic water bottle are ideally container that customers will likely to bring in. so the label i am thinking will look more look alike to those label used in water bottle.
with the label idea, i wanted the label to be written on with the information regard to the product. so this label will be apply to the customers label. so once the customer purchase the product, the price of product will be depend on the amount(weight) they pour into the container. member of the body shop stuff will be able to write the amount of the product.
Final outcome
SAY WHAT
BRIEF
“You get paid to impact the world, not be impacted by it.” Mal Pancoast. As final year students you will have realised that Design for Advertising is not necessarily communicating to audience through obvious commercial channels reusing the same tired strategies. By demonstrating an ability to subvert standard practice, question traditional approaches but also design responsibly you will better placed to frame the future of the industry that you are about to enter. By applying what you have learned on the DFA course you are now able to make yourself heard, to stand out and to be remembered.
This brief requires you to ‘say something’. Communicate a message of your choice to an audience of your choosing. It could be commercial, political, personal, something that you are passionate about, something that makes you laugh, or cry. The Audience could be defined by a variety of means (not just age, gender etc) or your message could be aimed at just one individual.
Once you have decided on the message, how do you make the biggest impact, whilst spending the least amount of money?Design a COST EFFECTIVE campaign to communicate your message to the chosen audience by any means, and devise a way to record its impact and effectiveness.
10 things…
The Six Questions
These question above was given to us when it come to considering how might we carry our message to the people. This question also suggest how well the message perform or engaged the public, that is of course satisfying all the question above.
Partners
List and use object that relate to your topic/message
ABSTRACT/EVERYDAY/SHOCKING/AMUSING
Place
The most surprising place your topic/message could appear?
Think Audience/everyday/memorable/attention grabbing.
Sensory Task
Take you through the 5 senses
Connection
Make everyday objects connect with your message.
objects, places, landmarks, signs, people, sound, music, other?
Behavior
Could you connect your topic to everyday life?
Work/Home/Routine/Common accidents/Rush hour/Entertainment/Social
Bring you topic to life
How could you BUILD IT/MAKE IT create the topic for public consumption or interaction?
Stupid airport policy/Security/traveling experience. PERIOD
For the last 13 years, i have traveled back and forwards form UK to HK. because i am poor student living IN LONDON. i have to save every penny on ticket. and we all know, takeing in-direct flight is a cheaper option to direct flight which is good. But that mean i was therefore spent more time to experience Bad airport and different regulatio between different airport. And some regulations are waste of time and plain stupid for the people who bought out this rules. Here are something i have experienced is some airport with stupid rules. Anything that can go wrong, will go wrong – probably governs no other industry the way it does the airlines. And we’ve all been there, have dealt with delayed flights, missing information, lost tickets, bad weather, you name it. No matter how often you fly, eventually you will run into problems.
Getting to the airport
From the very start, your patience will be tested. For those with young children, there`s additional packing, extra passports to carry and restless minds to occupy. For everybody else, there is a slow crawl along overloaded roads, and – with regional airports losing routes as airlines seek to cut costs – we are being forced to travel greater distances.
Airport floor-plan
Where do you start? With a few notable exceptions they are overcrowded and poorly-designed. The gates are often too far from security and the seats. They are built with little thought other than how to best accommodate more shops.
The shops
For a start, there are far too many. Removing just one sprawling duty-free from your average airport terminal would create enough room for everyone in the airport to sit down.
And they’re expensive. Does £2.50 represent a fair charge for a bottle of water? Especially when you’re probably going to have it confiscated by security 20 minutes later, if that is the case, why bother having shop which sell bottled drinks? STUPID. A sandwich is likely to set you back £3.15
Ridiculous/Rip off exchange rates
Head for the high street: airport kiosks are farcically uneconomical. A Which? report published earlier this year revealed that holidaymakers will lose as much as 10 per cent of their holiday spending money if they utilise airport bureaux.
Carry-on baggage allowance
If all airlines adopted the same policy, things would be far less stressful. But rules on dimensions and weight vary considerably.
Most of the airline allow one main piece of cabin baggage (plus one smalller item) and the dimensions must not exceed 115cm (the total when width, length and depth are added together). But while this airline allows a maximum weight of 10kg, some even allows only 7kg. However, However most of this airline charges extra on the fare if you want to check-in a bag. I mean come on, we already pay hundreds and hundreds for my air-ticket. and now i have to pay extra money for extra weight which probably weight as light as a bottle water. Stupid
Even if your brand new trolley case meets these criteria, once you’ve stuffed it with a week’s worth of clothes (in a bid to avoid costly baggage charges) it may have expanded beyond the limit, leaving you with little option but to pay to check-in your bag anyway (at up to twice the normal cost).
Dreaded liquid ban
It was recently announced that the dreaded liquids ban is likely to remain in place for a further five years. Airports have even started to cash in on the policy: clear plastic bags are no longer dispensed free of charge at either Luton or Manchester airports in the UK, instead passengers must pay £1 to purchase them from a vending machine.
I have seen mothers being ask to dump all their baby care product, their liquid baby food simply because of the stupid Dreaded liquid ban. i mean are you going to provide food that baby can take on plane. I mean is the mother going to be terrorist attacking the plane with her son, with baby food?
Delays
The latest figures show that Australia’s airlines have shown some improvement this year compared with the same time in 2008. Bureau of Infrastructure, Transport and Regional Economics figures for September 2009 show airlines averaged 83.2 per cent for on time departures, and 82.1 per cent for on time arrivals, while 1.2 per cent of flights were cancelled. The equivalent figures for September 2008 were 79.6 per cent for departures, 77.6 per cent for arrivals and 1.6 per cent for cancellations.
Leg room
No matter how often you fly, it’s still a shock to see how little leg room economy class passengers are permitted. And in-flight comfort is unlikely to get any better: earlier this year Ryanair even proposed upright seating.
Turbulence
It’s hardly preventable, but even the most confident fliers are left with an anguished look on their faces when the aircraft suddenly lurches 50 feet towards oblivion. As for the nervous fliers among us…
Expensive food and drink
A survey last month by Nowfly revealed that Ryanair charges the most for in-flight snacks and drinks. A 187ml bottle of wine (a small glass) will set you back £5.35 (A$9.44), while a 330ml can of beer costs £4.05 (A$7.14). Other low-cost airlines fare little better: the cheapest cup of tea in the survey was offered by Bmi, at £1.80. In Australia, Jetstar charges $6.50 for wine and $6-$7 for beer. Tiger Airways charges $6 for beer and wine.
And don’t drink too much, Ryanair has also talked about a £1 charge for using the toilet.
Terrible food
On board your average no-frills flight, options are unlikely to extend beyond the obligatory ham and cheese or chicken salad sandwich. And what you get for around $8 is almost inevitably two slices of soggy bread, a sorry looking morsel of poultry and a token slice of unripened tomato. well may i am a little unfair to any other airline which does provide good quality but majority’s food on board is crap. PERIOD.
Constant salesmanship
Once you’re in the air all most passengers want to do is switch off or sleep. But the constant stream of announcements offering unnecessary services and goods renders this virtually impossible – from perfume and cuddly toys to car hire, train tickets and scratch cards.
Polluted cabin air
An investigation by London’s Telegraph into the quality of cabin air last year revealed worrying evidence of toxic fumes contaminating aircraft, a problem that may cause major health problems. The issue has been an open secret among pilots and cabin crew for years, and is caused by cabin air being drawn directly from the aircraft’s engines.
Earlier this year, further evidence was uncovered by a German television network. It claimed that 28 out of 31 swab samples secretly collected from on board passenger aircraft contained high levels of tricresyl phosphate, found commonly in jet oil. Some medical experts claim exposure to the toxin can lead to drowsiness, headaches, respiratory problems and neurological illnesses.
Other passengers
Smelly, scratching, sniffing, sneezing, snoring and portly fellow passengers. And crying babies.
Lost luggage
A perennial problem. Even when your airline has lost your luggage, don’t expect to be refunded in full: a report issued earlier this year by the Air Transport Users Council claimed that airlines frequently short change passengers when issuing compensation for misplaced bags.
Security check
more can i say?i think there is enough say about how waste of time is security checks. First, they should stop treating every single passengers as Potential terrorist. Secondly, if intelligence is so smart, then be smart to invent some sort of high-tech advanced machine which could easily spotted BOMB, only if BOMB is the only way to carry a terrorist attack. I mean a standard lighter would do the tricks which is some easy to take a lighter on board without being spotted.
Then we have to take off our shoes, our socks, our belt, take our laptop to a separate tray. and waste time there. and then if the half a sleep people who operate the X-ray machine spotted something which they think is a potential risk, then will have to dig out all our stuff out from and bag in front of many strangers. That a lot of waste time and embarrassment.
Passport check again and again.
WASTE OF TIME. My passport are likely to be check 4 times in a avenged journey sometime more. i mean my passport are the last thing i want to loose by taking in and out. To get to the metal detector/X-ray area I have to show my boarding pass. Why do I have to show it again when I exit the metal detector? How many times have you left your boarding pass in your bag which, conveniently, is just out of reach on the X-ray belt?
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RESEARCH
First Heathrow travellers have ‘NAKED’ scans
Monday 1 February 2010 EVENING STANDARD
so, the long talked about Naked scan are now introduced in Heathrow airport today. So frustration experience at airport regard to check in/luggage weight limit/and many other time wasting airport regulation is not enough. Now officer operating the machine might be able to see you NAKED only because the Britain’s threat level was raised last week from “substantial” to “severe”. I mean airport put out pointless regulation to slowing travelers down going from point A to point B. Now not just CCTV literally watching us 24/7 is enough, the airport or should i say the government gain themselves the power to see us naked. BLOODY HELL.
How the airport scanners work
Full body scanners, which produce “naked” images of passengers, remove the need for “pat down” searches. However they have raised concerns about privacy, with campaigners saying they are tantamount to a “strip search”. The machines are currently being trialled at Manchester airport following tests at Heathrow airport from 2004 to 2008. They are also being rolled out across the US, with 40 machines used at 19 airports.
So i have decided to tackle the area of spread my message of rejecting the idea of implementing this body scan in airport security, as it will bring even more un-convenience to air traveler like myself and many others which mean traveler need to be at airport much earlier then before to have enough to go through all this security check and to spend more and more time at airport but all we what is to get to our destination as fast as problem. And all this body scan bought us is exactly opposite to what we wanted.
With my project, i would like to tackle the core problem of this body scan which put our privacy into serious danger. and my message will hope to be simple and direct to allow the general population to realize this body scan is wrong and should not be implementing at airport. But at the end of the day, to have a fully successful campaign and stop the government going ahead with the implementation is almost impossible from a UNI project. but i am hoping at the end of the project i could gather views and opinion from the publics and reflection how we as the people live in this society have say to the thing we a disagree.
Using ALUMINUM FOIL
Nude Protest: Airport Body Scanners in Germany
The underwear bombers Christmas Day attack has prompted calls for the increased use of full-body scanners at airports. So to protest, members of the Pirate Party in Germany organized a fleshmob of people who stripped down to their skivvies last Sunday and converged on the Berlin-Tegal airport. The protesters marked their bodies with a number of messages such as, Something to hide? and Be a good citizen — drop your pants. One woman has the word diaper scrawled on her lower back with an arrow pointing to her underwear and the word prosthetic printed on her leg. The word piercing and an arrow point to one of her breasts. The full-body scanners use high-frequency radio waves to produce an image of a passengers naked body beneath clothes. Anything a passenger is carrying against the body — weapons, drugs or explosives — would be exposed. The scanners would also reveal the presence of prosthetic devices and breast implants. As such, there have been privacy and legal concerns raised about the invasive equipment, particularly because its unclear if the scanners would be able to detect explosives hidden in body cavities and would therefore likely provide only minimal security.
Budget Air.nl campaign:T shirt
Using traveller/pay actors as a medium to carry out message. the advantage of this way of advertising is that message we not just stayer at one place (fixed poster) but instead people wearing the t-shirt we allow to walk around targeted area and hitting anywhere within that area. so is like a moving poster. The strategy to this medium is that T-shirt must be eye catching to attract people to view the message on the t-shirt and also, the message is needed to be direct and quick to understand.
interesting T-shirt print i found at http://store.glennz.com/callsurgeon.html. Share similar subject to mine. so may be for the campaign, get travellers/pay actors/myself wearing T-shirt with message on at airport. and attract people with concern and would like to participate this campaign to join and spread around so more people will wear the T-shirt as part of the campaign.
INSPIRATION LEADS TO AN IDEA…
Advertisments with X-RAY
Mr Clean:X ray
Advertising Agency: Grey, Argentina
Executive Creative Director:: Pablo Gil, Sebastian Garin
Creative Director:: Diego Rubio, Coco Olivera
Copywriter: Coco Olivera
Art Director: Diego Rubio
Photographer: Martín Köhler
Retouchers: Estudio Capas
Love the way of playing around with the special characteristic of X ray. Using X ray to spot check the cleanness of the floor. So may be for my campaign, i should play and experiment more with X RAY.
Can we trust the officials?
Hiding the operator from view is a two edged sword – it may reduce the number of complaints about abusive or lewd comments made by the operators to the passengers, or between security staff, but it will also make it impossible to tell if you aae being snooped on by a man or a woman, something which will embarrass or offend many, many people, not just various religious sects.
Putting an operator in an private room to view the screen, means that they can use their mobile phone cameras to snap “unclothed” images of celebrities etc. – or will there be a CCTV camera watching the “see through your children’s clothes” scanner operator as well ?
Naked body scanner images of film star printed, circulated by airport staff
Claims on behalf of authorities that naked body scanner images are immediately destroyed after passengers pass through new x-ray backscatter devices have been proven fraudulent after it was revealed that naked images of Indian film star Shahrukh Khan were printed out and circulated by airport staff at Heathrow in London.
UK Transport Secretary lord Adonis said last week that the images produced by the scanners were deleted “immediately” and airport staff carrying out the procedure are fully trained and supervised.
Authorities’ claim that virtual strip search pictures immediately destroyed proven fraudulent – use of devices needs to be halted now
It is completely false to claim that the images “cannot be stored or captured in any way”.
- The Daily Mail article is actually illustrated with digital camera SCREEN GRABS from the display monitor
- The system uses a computer, therefore images are processed and stored. Who has maintenance access to these systems?How, if at all, are the temporary image processing results actually securely erased?
- Putting an operator in an private room to view the screen, means that they can use their mobile phone cameras to snap “unclothed” images of celebrities etc. Or will there be a CCTV camera watching the “see through your children’s clothes scanner operator as well?
- If the machine detects “something”, then the correct procedure would be for a security guard to pat down and physically check both the left and right sides, anything less would be useless and unprofessional. Detailed, temporary image information does nothing to save any “security processing” time, or reduce the build up of terrorist target queues and crowds waiting to pass through at security checkpoints.
- The Daily Mail article mentions some of the recent hype, about a scenario which we pointed out when the very first “see through your clothes”scanners were tested. This involves hype and fear, that a suicide terrorist or assassin, might hide a bomb inside themselves, just like drugs smugglers do. The human body will cushion the effect of a small amount of explosives e.g soldiers who smother a hand grenade explosion to shield their comrades.
I dont know rather this is suppose to be a joke or not. Though this waspure satire and show a possible way of abusing the systems
Muslim woman refused body scan at airport
march 3, 2010 source by TIMES ONLINE
A Muslim woman was barred from boarding a flight after she refused to undergo a full body scan for religious reasons.
The passengers was passing through security at manchester security at Manchester airport when she was selected at random for a full body scanner. She was warned that she would be stopped from boarding the plane but she decide to forfeit her ticket to Pakistan rather than submit to the scan. Her female traveling companion also declined to stop into the scanner, citing “medical reasons” for her refusal.
The two women are thought to be the first passengers to refuse to submit to scanning by the machines, which have provoked controversy among human rights groups.
Civil liberties campaigners have said the scans represent an invasion of privacy and their introduction may yet be challenged by the Human Rights Commission.
Sources at Manchester Airport have said the two women were due to board a flight two weeks ago when they were turned back at security.
At Manchester, a spokeswoman said:” two female passengers who were booked to fly out of Terminal two refused to be scanned for medical and religious reasons. “in accordance with the government directive on scanners, they were not permitted to fly. Body scanning is a big change for customers who are selected under the new rules and we are aware that privacy concerns are on our customers minds, which is why we have put strict procedures to reassure them that their privacy will be protected.
I believe that this is a necessary evil bot not to all person. This should only be used on suspicious persons. This machine gives off radiation and it is not to be used on person that have worked in nuclear power plants or similar work. This machine is not to be used on everyone. That Muslim woman is rite not to be looked at.
Airport Body scan worker ‘Ogled Colleague’
March,24, 2010, source sky news online
Heathrow is investigating claims of inappropriate behaviors after an airport allegedly ogied a female colleague who walked through a body scanner.
Police have confirmed 1 25 years old man was given a first instance harassment warning after an incident was reported on march 10. The Sun reported Jo margetson had accused a male colleague of making lewd comments about her breasts when she entered the security machine by mistake. The full-body scanners take “naked” images, revealing everything under someone’ clothes – including a clear outline of genitals.
A report by the home affairs committee said the scanners were no mona an invasion of privacy than manual part downs or searches of bags.
The Government has told us very little about what systems are currently in place to ensure that those employed to use the scanners are acting lawfully, with fairness and without discriminating against people because of their race religion, gender, ago, sexual orientation or disability.
There was also a warning that airport security is still not good enough -even with the body scanners.
The MPs’ report said the equipment has only been installed in about half of terminals
It also insisted all the money spent in the UK was pointless if other countries are not encouraged to clamp down on terrorism.
Ministers must come up with less prdictable security techniques - passengers and terrorists should not know what measures they will face when they arrive for flights,
The invasion of the Body scanners
Poster produced by Jonathan Elinoff from http://www.newworldorderreport.com
well, the poster said it all. The main problem of this scanner puts our PRIVACY in jeopardy.
IDEA
Studio workshop DFA 02/05/10
Today, we had our first studio workshop since our dissertation hand-in. and we had 4 day since the hand in to recover with our brain cell after all this time typing/reading books. but as we turn up to the workshop today, our tutor thought that we are low in battery working on our project, and some of us are at the tipping of our pressure point, that it seem we including seem to pull our hands and leg getting back to the actual project. so our tutor set up a mega brain storming to get our brain working and most importantly, get us feeling fresh again with our projects. How the work shop work is that, each one of us paste a piece of paper with our main topic/focus and couple of blank paper around it. then we go around and read through everyone’s topic and we was choosing that one and treating it as our project by inputting new idea/fresh concept as if that was our project. so the result is not just people help you to a alternative idea approaching your own brief as well as help other to do so at the same time. in a result, after couple of hours, hundreds of alternative idea and concept are gathered, and simulating us to thinking again and focusing back to our project. THIS IS THE BEST WORKSHOP EVER:)
Then in the afternoon, we sort of gather all the idea generated during the mega brain storming session, and taking out the essential element and kind of leading toward the final idea of the campaign. since the idea gathered before input alot in inspiring the final idea.
IDEAs from the helpful workshop exerise
Problems so far/Online Petition?
My direction initially was to have some sort of campaign in airport and sort of getting people to do something quite firm. but after few ideas. and sudden through hitted me because is almost impossible to get people to do anything loud/aggressive in airport or even putting their fight in danger because official in airport can easily say ‘ you are not flying’. so been looking for alternative method to allow my message/campaign to make the biggest noice in a minium budgets.
So why not creating a online petition?wouldnt been the cheapest way to campaign and getting the most of people by allowing them to comment and feed back with the opinion on the issue. this format makes it easy for people to make petition anytime. Petition leads to believe that without a place to voice your opinion, we are in no way free and petition offer a way to express ourselves in any manner. And without opinion, there is no way we can get anybody to listen to us. because one voice doesn’t mean anything compare to large amount opinion and thoughts.
How to Promote an Online Petition?/Example of successful Online petition
Many people who use online petition sites find that they don’t attract enough signatures to their campaign. What are the reasons behind this, and how do you make sure that you attract as much interest as possible?
First, you need a well-written request, but then it is up to you as to how you promote it. The mistake most people make is thinking that by just creating the petition it will attract interest. Many petition site holds a very large number of petitions, so you risk disappearing into the crowd. To be successful, you will have to put in some work, but by choosing the correct hosting provider, your job can be a lot easier.
This article will present some important features that will be key in creating a successful online campaign with a global reach. Promoting your petition can, and should ideally, be done both online and “offline.” Through your hosting site, you are able to utilize emails, links, and share. You can also try to advertise your campaign on various search engines. Your offline effort is equally important. By telling people you know about your campaign, you will be able to spread the word.
Number of successful online petition judge by the amount of people took part to the petition
http://www.gopetition.co.uk/petitions/change-the-london-2012-logo.html
A online petition for the remove of new London Olympic. SUCCESSFUL because almost 50,00 signatures speaks volumes.
http://www.secularism.org.uk/petition-the-pm.html
A petition calling on the Prime Minister to ask the Catholic Church to pay for the proposed visit of the Pope to the UK and relieve the taxpayer of the estimated £20 million cost. This one inspired to setting up my own petition is because at the end of their petition, there are immediately action follows which view and signature will be presented directly to the people who are targeted at first.
http://www.freetibetanheroes.org/home.php/profiles/tenzin-delek-rinpoche/petition
A petition calling for the release of Tenzin Delek Rinpoche a highly revered Tibetan Buddhist lama and community leader is serving a life sentence for allegedly “conspiring to cause explosions”. This petition caught my attention not because of its subject but having finger print instead of signature, which make it more personal and impact feel. And each of the participant name are displays to a bigger impact and convincing.
http://www.facebook.com/group.php?gid=239458517874#
http://www.watfordobserver.co.uk/news/5028184.Watford_man_s_campaign_to_ban_airport_body_scanners/(by Michael Pickard) the original person who started the campaign
Example of online petition using popular social network to attract wider audience. In a result 10,000 people joined the group.
X-ray film as a medium
if seeing thought your body and the technology of x ray can achieve that, why not use x ray film as a medium of carrying across the message. The most concerning part in this issue is that, our privacy is in danger to be invaded and in other word our most private part of our body are to be seen my strangers. Then what if man and women private part are to be printed on be printed on ‘x ray’ film and display in public. that would match the message i wanted to say?
Things to avoid.
Some of the sample of existed advertisement with X Ray images/effect. and i am noticed something regard to this advertisement. most of this sample and many other advertisement using X ray as a medium rely too much with the photoshop effect as to makes the attention/or to carry the message. and i am kinda guess that most of the advertisement are intend to be flat printed directly in poster for me, and is kinda boring as people tend to forgets the characteristic of Xray, which is to use light to reveal information on the Xray instead of relying with photoshop/printing or just simply using it only AS EFFECT. so for my campaign i will most definitely avoiding this and should play around cleverly the basic way to revealing information on Xray.
Not for you to see
Direction:
Main Copy: Not for you to see – try to have a direct/faster effect on the issue.
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X ray film
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Indication of Airport properties/so is like taking a piss of us invading privacy of airports
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using light to reveal message on the film/XRAY
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Public display or lighted billboards in tube/bus station.
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Image of men and women private part meaning our vary private part/privacy are invaded
How to deliver the message?
So i thought the main medium of carrying the message is gonna be using X RAY FILM, so now, need to think of where and how to deliver the message is what i need to consider now. There is various direction to go about carrying the x ray film/the message. the main concept of it is to allow people to pick up the film and place it during the their time in the airport, or when they going through security checks.
X-RAY(Direction)
The looks and direction i am heading to with my campaign, using X RAY image/film to carry the message. Here are some of the X ray images find on the internet
This images i found which inspired to the direction of the campaign. it is common sense that in order to reveal information for a x ray film, we have to either place it on top of of lightbox like doctor does or we place it on glass where it allow sun(light) to shine through. the IDEA of we automatically place over our head and face the x ray to the sun in order to reveal information. THIS IS A NICE WAY TO interact with people….
Work in process(images on X RAY)
Photoshop’ed the second images, and for the second image’ women lower part’ i actually purchased the images from photo library. Since i wanted to have one image of women and one image of men. and is kinda hard to find X way image clearly shown ‘women private part’ on the internet. and with the second images, i just use one for the random x ray image and photoshop’ed ‘the balls’ in with similar colour and tone. Other option was to use penis as for the men private part, but that will be just to obvious and 18 rated. The point of this image is to demonstrate the idea of MEN and WOMEN privacy are being invaded. and the most concerning thing with the body scan is that, our ‘most private bit of our body are to be seen by everybody and some total strangers. so that why MEN and WOMEN genitals are to be highlighted in this campaign.
Experiment with light box
Experimenting light. Placing paper on top of strong light, and the light reflects the image on the paper. and that how doctor see with actual x ray film. tho in airport, all the image generating form scan is seen on computer screen but it is understandable that X ray is see through on top of light box. which is prefect medium to use. after experimenting with paper, paper doesn’t really feel like actual x ray film. so some how i need to find a materiel that matches films use in X ray.
McDonald’s Uses the Mirror Trick
Mirror trick to lure customers in 24 hours per day. Check out the celver outdoor ad snapped at Sydney, Australia bus stop. The ad itself contains only one-half of the informous McDonald’s logo arches and the words, “open all night” printed backwards. The reflection in the mirror forms the complete golden arches and makes the copy readable.
lt’s a clever use of the surroundings of an outdoor ad placement to make an ad stand out and catch people’s attention. I am curious to know what this ad look like during the day, and i wonder if the effect is as strong. but on the other hand, i suppose this type of ad will make the strongest impact with specific target period (at night) and also matches the message this ad trying to advertise. and this ad make cleverly make the most out of the existing medium(mirror) and night light which make this ad successful in my opinion.
Light-box to electronic billboard
Private part on acetate
Image of lower part of women body are printed on acetate. the reason of using acetate is because is the closest material to actual x ray film. Also reason using this image is because the most concerning issue for this x ray scan is that our private part can be seen by peoples we don’t and we are not allow to say NO. and this is the area that i wanted to focused on.on the left hand side of the image, which has ‘property of Heathrow airport’ indicate that this film is own my airport. and i am intend to have this display publicly and demonstrating the idea that our privacy can be invaded by anybody specially the airport staff.
Feedbacks 18/02/10
Initial proposal was to placing this x-ray images on the floor next to lighted billboard all around tube and bus station. and demonstrating the idea that our privacy and body are easily being see by everybody. Generally the feedback is fair, because most of the people understand the message, but in terms of delivering the message/ medium need to be improve.
Feedback from people stated that ‘why is it on the floor?people will think is just a left over or rubbish left on the floor and it should be fix and suggested alternative bus window etc…
Main copy “not for you to see’ are commented as too direct and blunt, and suggested to play around with the copy more cleverly
‘the image is too dark’
‘should record as a documentation of the process of the campaign’
‘you cant recognize a person through an X Ray so what is the difference does it make to the goverment’
all of this need to take in consideration to improve my strategy of delivering the message.
ONLINE PETITION
Online Petition are set for this campaign.
http://www.thepetitionsite.com/1/keep-my-part-private
Since it is almost impossible to get people to campaign out in the airport, i am sure no one will risk their flight in danger nor any one to fight against the offical and saying NO for a scan because the official holds a clear and firm rule state that the scan is compulsory if not people we CANNOT fly at all.
Therefore, in order for this campaign to make the biggest noise is to get people to sign up online petition as part of the KEEP MY PART PRIVATE campaign, and allow them to express their opinion and comment on this scan.
(number of petition sign are to be record)
29-04-10
The petition page had been up for 2 weeks, but the number of signature had been go up very slowly. only 24 people sign up to this petition. From the petition, i had received few comment from people who shared similar understanding and acknowledged the campaign message. Although my number of signature goal was set to 1,000 people will signed the petition, and it turned out that only 24 people signed up at the end, but i wouldn’t call this a fail campaign. because this showed the concept of using new way of using a low budget medium to try to spread the message. and i think that i have answer the brief accordingly. But i think if u could mass produced the x-ray poster and have it all around London, i think the number of signature will increase dramatically.
Lighted Billboard(testing)
Testing X ray film on lighted billboard. after printing out the image on acetate do get it as close as actual X ray film. Although the picture above doesn’t do the effect injustice since, from testing it on site. IT work very well as a visual and the image stand out a lot. but one thing need to to change as the light does ‘light’ through the ‘message very well’ therefore the font size, i need to make it more transparency and in bigger size. and may be for the real thing, the whole size of the image may need to be in bigger size overall to allow details on the acetate stand out more.
Final X-Ray poster
X-Ray poster on lighted billboard
Final petition count
til 12-05-10(the petition page had been closed) 124 signature had been received at the end. So have make enough impact with minimum budget. I think certainly did made some noise and gathered comments/view from people who had huge concern with the body scanners. But did i made a huge impact/difference to the current situation?it depends a matter of opinion:)
Psychographics (1)
Background information
- Experiential project established in early 2008
- Psycho/graphics was find my myself Francis Li and Hanson Chan
- Hanson and I is a long term friend, we used to go to the same boarding school and shared the same bedroom too
- we both study art, and been since inspired each other both from our work and different aspect of life
- Hanson is now working as a senior designer in one of the top web design/creative digital agency called ‘firm studio‘
- We have always wanted to set up our own design studio/work together in the future and the time has arrived when i go back to Hong Kong after graduated
- yet we feel we have yet got the necessary quality/experience/connection to set up a design studio. But that is the direction we working towards
The reason we come about this name of psycho graphic suppose to represent two of us. psycho is me, means coming up with creative approach/ marketing strategy and that is the nature of what i study. Graphics represent my partner Hanson. he has a special art sense and he is very technical in design programed so he is sort of responsible for the graphic design part of the studio, making thing pretty is his job and provide the technical support. Psycho has a crazy brain and graphic meaning graphic design. IDEA+GRAPHIC and that is how we come up with the name and logo of PSYCHOGRAPHICS.
Psychographics is an experimental project established in early 2008 by two graphic designers Francis Li/Hanson Chan. The goal of this project was to first allow our work to gain full exposure to the public and eventually forming a multi-disciplinary art and design studio. The current stage of Psychographics (portfolio website already up and running) acted as a platform for showcasing our work. But yet Psychographics as a brand is still in need for positioning in terms of how the publics perceive Psychographics and what can Psychographics offers to future potential clients.
Therefore my SIP will be creating a coherent, yet flexible “Psychographics” visual identity/brand experience that will represent Psychographics according to its value, positioning the style of work and define what is Psychographics as a multi-disciplinary art and design studio.
Demonstrate how the visual identity could be applied in specific pieces, e.g., sample of official web pages; print pieces such as name card, letterhead and other necessary communication pieces. These sample applications should demonstrate how the visual identity and its defining elements could be applied to pieces at various levels within the design and publication, showing possible variation within the visual identity of Psychographics. Sample application should be selected to represent widest range of potential applications.
AIMS
- Through the outcome of visual identity is to identify the MISSING RELATIONSHIP and BUILDING BRIDGE between us and our future clients.
- Visual identity that will sum up the attitude/character of Psychographics
- Via the final outcome of the visual identity, we will hopefully better connection and justifying ourselves in the creativity scene
Art projects issue 134 “YOUR 100 PAGE GUIDE TO STARTING A DESIGN STUDIO
Top tips for studio success
Want to make your studio stand out form the rest?Take some top advice from those who have done just that…
Bob Gray
Design director/Red&Grey Design
“When you’re setting up a studio, designer furniture is not a priority” ” Our tables and chairs all came form a skip outside a major telephone company that was re-branding, If we were starting out now, we would look out for liquidation sales and office closures,”
Try to only work with the best copywriters, illustrators, photographers and printers. “However, your most important collaborator is always your client.” Listen to them, gain as much knowledge as you can about their organization and endeavour to move them forward.
Adam Jenns
Founder and MD/Mainframe
“Don’t bother starting a studio if you don’t have the intention of being the best.” Few people ever get there.” “But if you don’t start out with that intention you’ll get list in a sea of one-man bands with novel company names.”
Logic and restraint are not always your best friends. They can lead to piecemeal decisions and compromise. “if you don’t take risks you’ll stay a one-man band forever.”
A little humility can go a really long way. It’s essential that you love your work and are confident selling yourself to clients, but be careful this doesn’t go too far. “if you win a big job and become arrogant, you’ll see youself taking a fall pretty soon.”
Chris Brand
Founder/Christoper Brand
According to Chris Brand, putting up a website was one of the best things he ever did.” it’s the easiest way to show people your work” Making sure you have the right domain name is a good idea too. Keep things as simple as possible to use, and choose a name that’s easy to remember.
Glenn Garriock
Creative director/Atelier 1A
Working alone isn’t ideal. “Simply the process of explaining an idea to someone else helps me to figure out if it makes sense or not,” “With a little help from modern technology you can share ideas and thoughts with colleagues and friends, regardless of where you work.”
In terms of building a team, there’s many advantages to developing a network of contacts rather than a static full-term team. “we work with talented people around the globe if and when the projects requires it.” “This means that we have the flexibility to work on more personal projects without having to let anyone go.”
Nick Netteton
Director/Loft Digital
“Every company has a personality, and you need people who round off your corners, fill in your gaps and enhance your best assets,” “you need people who can get on board with your vision, who you trust with your livelihood and, of course, whose company you enjoy.”
The first step towards winning work is for people to know you exist. “Make sure you’re talking to lots of people about what you do. Make sure you always do a sterling job.” with any luck, you will start getting people calling you off the back of recommendations, and that’s a much better position to start a pitch from.”
Dustin Edward Arnold
Art director/Dustin Arnold
“A lone designer can take a position so focused and aggressive as to eliminate competition within their own unique niche,” says Arnold. Once that reputation is established you can expand your focus and hire production staff. “The aesthetic will evolve, but the individual reputation you garnished will always serve as a point of differentiation in the mind of prospective clients.”
“People love receiving direct mail so much that they call it junk” “Mass anything falls flat for the same reason that makes it popular.” easy means cheap, your clients know it. You are focused boutique agency, so make the effort to create client-focused boutique communications.
Peter Donohoe
Partner, founder/Peter and Paul
Always look to employ people better than yourself, or at least people who have different skill sets to you. ” At Peter and Paul we avoid agencies, and always look for people with good ideas- thinkers over people that are technically good,” Ideas are harder to come by than work that’s dictated by current trends or styles.
Always get feedback from clients where possible. This gives you leads on how to improve your service, and tells you what people appreciate most. It also builds a relationship. “Always ask question that go beyond the commission.” :This may lead to more work, or a more effective use of budgets.”
“Don’t ever work for free unless it’s for friends, charity or you have a contract/agreement in place to get paid at a later date. You’ll need a bit of backbone, particularly during tough times, but is keeps you out of a grey area that can rapidly deteriorate. “Contra deals rarely work and can become messy, so charge for each other’s time respectively.”
James Glover
Creative director/Fluid
When starting out, there are two main roles that need to be filled: client-facing and studio-based. These need to be clearly established to avoid any serious fumbling of live projects. ” Often the creative director generates new business, pitches and oversees the creative process,” The project and office management side of things requires and ordered mind.
Adrian Shaughnessy and Tony Brook
Co founder/Unit Editions
“No matter how good our intentions, how spotless your record or the quality of fun you have with you team, a proper contract of employment is not something you can afford to gloss over. They protect both employer and employee and reduce the likelihood of disputes and disagreements.”
Aurelia Lange
Founder/Aurelia Lange
Sometimes, working alongside other design companies is better than trying to compete against them. “we have screen-printed for other design companies a few times,” “it great to work with people who have a complete understanding of what you do-unlike a surprising amount of clients.”
Rod Gonzalez
Co-founder/Sawdust
Add your personality and methods to the work you do.” We feel this is very important.” if a client has contacted you to pitch or work with them, it’s usually because they have seen some of your work that they like. “Ask them, is there anything in particular about our work that encouraged you to approach us?’ Learn from every situation.
Make sure you have a strong presence, online and offline. Professional networking sites such as Linkedln or Behance will get your work out there and are a great place to make connections with people who would otherwise be hard to meet. “Don’t underestimate the benefits of attending events such as design festivals, lectures and trade fairs relevant to your sector,”
Daniel Baer
Founder/Studio Baer
Keep you website up to date.”Our site is updated each quarter with new projects.” “we adapted the studio portfolio for every client meeting in order to focus on specific areas of interest.”
David Smith
Deciding that you’re unwilling to compromise your creative principles required that you have a fall back option. “We’ve always combined our practice with education.” “Tearching was our fuck off money. it meant that we could afford to be somewhat idealistic about what we wanted to do.”
Josie Harold
Managing director/Dirty design
The early days of any business can be extremely hectic, with long hours and little sleep. But it’s important to keep some perspective. “Don’t feel guilty about taking a break” “you need to learn to switch off sometimes. Plus, you’ll work more effectively after a break, so don’t feel guility when you do”
CASE STUDY – POGO
POGO is an up and coming and red hot design studio in Argentina and in the international creative scene. POGO is one my favorite small independent. And with P/G, POGO is the type of design studio we wanted to work towards.
POGO consist just four people and foing for less that two years, they have already grabbed the attention of a range of clients both large and small.
POGO describes itself as a design and art boutique. ‘WE DO BOTH COMMERCIAL AND NON-COMMERCIAL work.’ all the commercial work they do is simplay an excuse for them to create things, and merge into different fields.
The good thing about being in small independent boutique in size is that they can maintain strong contact with each of out clients. Communicating with them is important, so they know their brand and need very well.
The specific abilities brought by each individual are fundamental aspects of what makes POGO ticks. “complementary skills are key, although we also have a similar vision about design and the respect to each other.”
Grygierczyk/Pampa/Pauli/Fede work as a team constantly. Pampa is more about photography, cool ideas and she has a really cool way of managing colours. Grygierczyk is more about typography, illustration, composition and video. Pauli is a grate artist, she has amazing painting and illustration skills Fede’s tasks are more related to production, planning of projects and accounts. His vision of the market is really important.
Self-promotion is an early priority. at the very beginning of launching POGO, they didn’t want to use old work and at the same time didn’t have any portfolio work to use for their website. So POGO decided to launch SOKO, their own self-initiated online magazine that wourld become the studio’s calling card. it has evolved into a playground where they can collaborate with other creatives, experiment with and text, and promote their skills. It all follows on from their desire to bridge the gap between art and design.
Freedom and independence are key parts of POGO’s creativity manifesto. Crossing over the gap between art and design insn’t just about creative expression. It encourages POGO’s members to move freely across different media, and work on projects that combine design, typography, Photography, video and illustration. Ultimately when it comes to client work, they arim to provide complete solutions for each brand they work for.
Professionalism combined with their creativity that’s giving POGO a great edge in the market.
so from this case study I have learn few tips regarding a small design studio
- identifying our strong point within ourselves. And the element that we could input which could benefit into P/G
- self promotion in the early stage of starting a design studio is the key in order to make ourself the name and establish ourselves in the creativity scene
- have a set of design manifesto/discipline/attitude in order position and justify ourselves to our client.
sample of POGO’s work
CASE STUDY – ilovedust
Building a truely global reputation from scratch is never going to be easy. But is always good to have this target in mind and that is what we working with P/G towards. But multidisciplinary design studio ilovedust (iLD) has taken the challenge in its stride.
Nestled on the south coast of England, the team count Nike, Kidrobot, Coca-Cola, Levi’s and Pepsi among their bulging client list, and have successfully tackled everything from branding and web design to customized sneakers, bikes and vinyl toys. Not bad for a studio that started life as a couple of designers knocking on the doors of local businesses asking for work.
And so begin iLD, with the duo taking the plunge in May 2003. “The early days were very difficult,” “by the time we’d found a small studio adn bought computers, we were already in debt.”
The pair worked seven days a week, submitting work to “as many as people as possible” and ploughing their earning back into the studio. “During year one we never took home more than £500 a month, and that becomes very hard, especially when some friends are earning more in a day.”
Commitment and passion, he stresses, are essential when you’re starting out.
Building up the studio took time, hard graft – and lot of coffee. ” We got lucky. We started working with Marks & Spencer after about a year, and the work really lifted us financially, It gaves us a taste of real budgets,”
With a website for UK indie band ASH and continued work for M&S beginning to bulk out the studio’s portfolio, iLD’s client base slowly grew ” After a year we signed up with a rep in NEW YORK, who took us on and started to filter bigger and bigger jobs to us.”
iLD’s philosophy is simple:produce “really great work, and work hard. “once you’ve got a good client, it’s important to keep yourself in their thoughts,” We never ever missed a deadline - we worked 20 hours a day for weeks to make sure we could get repeat business. That, paired with really great work, is a great combination to build on.”
it about taking risks at the right time. ” we constantly try to evolve as a studio, be it experimenting with new style or adding to the disciplines we work in”
This ideology is part of the reason why the studio boast such a varied portfolio, carrying its’ crafted design and narrative illustration
so HOW did iLD progress from small start-up studio to multidisciplinary design boutique?” It crept up on us to be honest,”
Today the studio is a 16 strong team. “we have an accountant now and took on a studio manager about a year ago now and i were doing 18 hours days. it got to the pint where we didn’t have enough time in the day to design an handle accounts
“i wish i could tell you that we had a brilliant plan and a strategic attack, bit it was just hard, hard work and having a team of talented and hungry designers who know that for every cool job we do there’s not so cool one that makes it possible. It;s really that simple”
Sample of iLD’s work
BRAND YOUR STUDIO
As a new studio, it’s vital that you make a name for yourself – literally and physically. Advice from established studios on branding and self-promotion.
Design agencies, particularly new ones, face the same problem: you’re so busy working for clients on their branding, not to mention getting the company up and running, that your own branding and promotion remains on the back burner.
But in today’s world of hypersavy consumers and logo worship, establishing yourself as a viable, distinctive voice is more important than ever. Your name, website, stationery, mailouts, Twitter presence, even the space you work in – all these things can be invaluable tools when it comes to pushing your new studio into the public consciousness.
“if you’re working with branding and design, and you aim to be at the forefront, working with the biggest brands out there, you shouldn’t even consider not taking your own branding seriously, First and foremost, you must love what you do. You must live your brand, if not, your clients, employees, partners and everyone else won’t respect your views adn the advice you give”
In retrospect, through, he believes branding yourself properly is paramount. Everyone understand that concept these days. Even if it’s just your portrait on Twitter or Facebook, that’s your identity, and you should personalise it with a illustration or whatever, It’s like album covers in the part – they used to be the big identities for bands, and now it’s this little 3X5 mm square icon. The number of identities in the world is prolific these dayz, so your own identity has to have personality and longevity if you want it to be recognized. Think of yourself as a magazine or a product.
When it came to give your studio a name, it was popular to simply use your last name, “you need a name that is easy to remember marketable, and has some sort of quirkiness or difference to it”
more importantly, its not just a name you put on your business card it should be a brand. I believe Frost* Design can be a brand as much as Apple, Nike or others big brands like that. Think big. Think of yourself as Richard Branson or someone like that. If you’re going into business, you’re going t have to be competitive: it shouldn’t be just a hobby.
It’s ironic how design and advertising companies don’t really advertise, apart from maybe a few service companies, such as retouches, within the industry. Weirdly, and i can’t work this out, it’s just not done. We do it for lots of other people but we don’t seem to be able to do it for ourselves.
Gethin Vaughan and Pete Jarvis discuss the branding decision they made when setting up Manchester-based design agency Young in the summer of 2009
How did you decide on your name, and why did you choose it?
The name was fairly easy – Gethin had a name for a while before we even took the idea of making a studio seriously. There weren’t any other names. I like it because it our way of staying young even when we’re in our 30s and it sums up our approach:Young is playful, energetic and inquisitive.
How did you approach the logo?
In the rush of the first week of Young we needed to put together a presentation for a meeting that was only a couple of days away. We had a fairly basic idea of what teh logo should be, and it probably took half an hour to finalize. At the time we had it in our minds that it wouldn’t be our final logo, that it would just be for that first meeting. We’re still using it…
How have you used the logo creatively on self-promotional materials?
We have stamp a stamp, which is great for stationary. Our first mailer was a wooden toy block, which was very well received, and still appears on client desks when we visit. Bizarrely, the creators of HBO’s series The life & Times of Tim asked us if they could use our small Y icon, which we use online as a t-shirt design, for their main character in the upcoming series. They were fans of our daily project, learn something every day, and got to know us through twitter.
Do you have customs stationary?
Our business cards are small, old photographs with our stamp on the reverse. The idea for this began as a fun juxtaposition of the old and new. It’s great to give a card like this to someone: each one has its own identity, and people accept it almost as a present
What other promotional materials have you created, any why?
Our outlook has been that the studio is our outlet to do projects and ideas for ourselves, as well as client work. These projects could all been seen as promo materials. For instances, in August we start out learn something every day as a bit of fun – we liked the idea and we could learn as we went along. The concept was simple: to illustrate a lesser-known fact everyday. in its five months it has had over a million visitors. We could never have expected that we would be doing random radio interviews and magazine interviews, and talking of book deals and exhibitions - it’s been great for getting Young familiar to an audience outside environment.
Things to consider/have in the final outcome P/G visual identity:
- Colour/colour Palate
- Fonts/primary font/secondary font
- Logo/How the the logo apply on different format, medium, background without losing the consistency of the brand
- Manifesto of Psychographics
- Services
- Theme/direction of Psychographic
Brain storm
Been idea generating some thought on what might the final outcome will be…
Promotion Pack/Welcome Pack/Gift Pack/Mailing Pack…..of Psychographics
Branding research 1 – Kaare Berntsen
A new image for one of Norway’s oldest, most historical and acknowledged, art and antique institution which has operated in the high end market since 1930. Selling masterpieces from Edvard Munch to Andy Warhol. The brand was trying to adjust slightly to keep the original and low-key appearance of the brand and at the same time adding a fresh new modern twist to the brand. The visual language helped to bring this brand into a new century which was a key element in developing a new signature for Kaare Berntsen. The new design strategy look to implement the identity on all level, from business cards to sales material etc…
Branding research – FREQ
This identity of FREQ catches my eye because the design decision simple, but the use of colour/typography/copywriting and interesting way of revealing the logo. simple but reflected enough character to know FREQ nightclub.
Branding research 3 – Robinsson Cravents
This is personal brand identity included pictures for concept inspiration, web, cards, poster. The identity is inspired in nature, introspective music, cold mornings. I like particularly like how the logo can transformed to a totally different medium as part of the identity.
Branding research 4 – Signatur Gruppen
Again using simple colour/simple typography to form a successful identity. as well as using stickers is a new way of presenting name cards and other peripherals.
Branding research 5 – The symbol of the 2011 Universiade volunteers
The symbol of the 2011 Shenzhen Universiade volunteers which is designed by Yang Mythos Design Company has been announced at International Volunteer Day.
The symbol of the Universiade volunteers is titled “Window of the World & Embrace World with Heart”.
The symbol is composed of the letters V, U and S, the initial letters of “volunteer,” “Universiade” and “Shenzhen.” The symbol represents the passion, dedication and honesty of the volunteers and hopes of Shenzhen residents for the success of the Universiade. The three letters are in red, yellow and blue, representing youth, energy and passion.
This identity is a very good example of how to combin all the element of colour using/typography and from the identity, how it input the identity into different element of application. Although the visual had alot of different depended on various application but contain strong discipline guidance with out losing the core concept of the visual identities.
Self promotion research 1 – Nicholas Wilson Portfolio
This was a hand built promotional piece. All twelve packages are made from recycled wood and cardboard. The books were hand bound as well as stitced, and the printed materials were letter pressed. The idea behind the project was to create and experience for the recipient that they could become apart. There’s a certain mystery involved in opening a package that stirs up unique emotions in people. Its why a small child is more interested in the un-wrapping of presents and the box then they often are of the contents inside.
I think it will be a a unique idea to hand build your own container that consist your own portfolio, and directly sent to the recipient that your are after, no matter is a agency you wanted to work with or a potential client that are look to involved you for one of their project. That recipient are surely appreciate that effort/hardworking/ heart and that can certainly gain a very good impression from them and good way to show off your skills/sample of work etc from your portfolio.
Self promotion research 2 – Alexander Kara’s
An exercise of self promotion aimed at promoting collaboration, innovative & progressive ideas, stimulating discussion and being forever inspired. This is example took how visual identity can be approached in different angles. Sometime you might not need to show your logo, you font, you brand colour or you work you done in the past to reflect how creative you are or how good you are to fitted in a agency etc… I have earned from this exercise is that when you have yourself and theme or a message you would like you potential recipient to know then not just show the obvious medium but a simple poster with clever copy-writing. that will do that job as well in terms of reflecting your personality and creativity.
Self promotion research 3 – Effelktive CV/Poster Mailer
I think the use of the fold-able poster contained sample of work, CV, and a strong message and clear intention is very flexible which makes the brand very stand out and how the layout/format/colour/ reflect the creativity and handwork behind his work. with a lot of colour/style/art direction and the special fold-able portfolio makes it very refreshing and dramatic.
Self promotion research 4 – self promotional book by Patrycjazywert
A very simple promotional book hand crafted/drawn. Sometime when something is hand crafted and drawn directly, it might effect the overall looks of the outcome. again in this case it was nicely done and will eventually gain a very good impression from the recipient. Also from this example, although i feel the overall look for the book has nothing too exciting about, but the contain and the sample work show enough evidence and quality skills in drawing and illustration which is good that from the book, it can reflect the strong character from the designer. and reflect all other necessary skills that a client need to know to hire the designer
Format/Visual identity research 1 – LETTERHEAD & LOGO DESIGN by design army
LETTERHEAD/STATIONARY/ENVELOPE/BUSINESS NAME CARD is the items that every business needs whether large or small is letterhead. Letterhead is basically identity that says you are officially a business.
- Letterhead is a formal piece of paper that a company uses when printing letters to other businesses, in response to offers and as a way of providing correspondence.
- Letterhead is usually comprised of the company logo, address, telephone number, fax and website address. and it usually has a match envelope.
- Letterhead all by itself makes a statement about the company. This is usually based on the weight, colour and feel of the paper. Also, it contributes to the branding of the company.
- Letterhead can be in various designs, such as corporate layout, traditional layout and casual design with full colour printing. Corporate layout focuses on the corporate logo at the top of the page. Traditional layout is a classical layout that has the company name in the center at the top and the address in the center at the bottle The casual design is a stationery that can be used for personal invites or announcements.
Below are some example which can reference or given me some idea on building letterhead/envelope/name card for Psychographics:
Format/Visual identity research 2 – BRAND IDENTITY NOW by Ed. Julius Widemann
Read another book regard to building identity. I find this book usual because it provide identity that are seeking an alternative solution for branding. Alternative medium/format is what I wanted to look out for in this book.
The word “BRAND” referred simply to the look of the trademark that identified a product or manufacture – it is derived from the branding iron used to burn a designed mark into the hide of an animal to identify owership. But branding has grown to be more that visual identity. A corporate visual identity is generally a symbol or logotype and all the rules that govern its use. It can also encompass the visual management of the various promotional activities that a company engages in. However, now that is just the first part of brand creation, as branding includes all of these things but extends its experience further and deeper – into environments, sounds, smells, and attitude. The point about these is that they can all be managed to a commen end.
Every enterprise must have its brand. It is the essential character on which is based all aspects of identity and market communications. You cannot have a brand identity; it may be bad or wrong, but never non-existent. It is a consequence of how well it is formed and managed that determines its success.
There are two points here: the story itself says a great deal about the act of creativity in brand building, how the profound and apt does not have to be complicated – in fact it is better that it isn’t. The other is about the storyteller himself, Alan Fletcher, who was meticulous to a fault and spent more time getting under the skin of his clients and their business than he did on the creative execution. He saw it as the same things: the rational and the intuitive as one.
Format/Visual identity research 3 – PRINT AND PRODUCTION, FINISHES FOR BROCHURES AND CATALOGS by
Roger Fawcett-Tang
Here is another book i read regards to different showcase style on graphic design, and diversity of design styles and production techniques that not often you can find on internet. and here are some example taken from the book which inspired me with few of my own idea of how to moved on with identity of P/G.
Brain Storming
After been researching few example on different format of visual identity and branding experience. I have been able to generate few idea of format of the visual identity for Psychographics. I have brain stormed a few formats and theme of what I might produced as a final outcome.
QUICK IDEAS
Final Decision?! – Self Promotion Pack
So combined the research and few ideas, i have decided to produced a self promotion pack which contain various communication piece which then used as self promotion of Psychographics. This self promotion then can us sent to agency/design studio/potential clients directly. The promotion pack should reflect the overall brand of psychographics, and how to allow recipients to see our sample work etc…
CONTINUE…
Psychographics (2)
Ideas - Self-Promotion Pack
Self Promotion research 5
Here is some more example of others self promotion pack. I have focus to look for promotion pack that are more folder type which is where i am heading to.
Skype meeting with Hanson
we meet regularly online every Friday night for last two months in order for to report my progress of the project to him. Alot of decision through out this project had been made alot through video conference using Skype/Webcam. credit to Hanson because time difference is a big deal in this situation. but him still spend his own time after work over mid night to talk to me and help developed my idea through out and inspired me with different idea and possible outcome. So big thank you to him.
Final DECISION
So i have decided various element contains in promotion pack:
- Name card
- Letterhead/envelope
- Poster/fold-able portfolio
- Psyhographics design manifestio
- Stickers/badges
- Note Book
A lot of element is consist in the promotion pack will demonstrate the use of P/G logo as to promote Psychographics. My inital idea is that the promotion pack will act as ‘alternative’ portfolio for agency/potential client. And with a eye catching design of the pack will hopefully catch attention and make a name of our self.
Developments
Secondary Logos
Here are some ideas for a secondary logos for P/g. i wanted to have a more formal logo instead of the existing logo. that way, the secondary logo must be more flexible and easily adopt to different medium. i wanted to take from the slice from the original logo to and keep it in the secondary logo.
Name cards
Manifesto
From the comment and feedback from the class, the original copy-writing sounded too cocky and aggressive, so i have draft up some idea which i mean will improve and added a few things which i wanted to included into the manifesto.
Folder
This is one of the mock i have done with normal printing paper. I am looking to bring in the ‘slice’ like my logo in to my core theme of the folder. and that is the reason why the folder had been open up like that. I hoping to bring this slice as the core concept of the visual identity.
CD case
Fonts
This was the fonts which was originally chosen.
- Modern no.20 was the fonts use in logotype of psyhcographics.
- Georgia was chosen to use in general heading and primary use etc.
- Gill Sans was chosen to use as secondary font for contents etc
During the re-branding process, I have realized the font was too normal which doens’t reflect anything of psychographics and doesn’t tell anything about us, therefore have been thinking of replacing the primary fonts and secondary fonts.
Have been going through tones of fonts at Font shop. i was heading to serif font in particular which kinda go with the serif font use in the logo. but then i have turn away to Prelo Slab fonts. Soho family catches my eye the most out of all the serif and prelo slab fonts. i feel that any prelo slab font could make a good primary font when in bond and good for secondary font for inside context etc.
Newly found fonts
Final visual
Colour Swatches
Primary Logo
Secondary Logo
Fonts
Manifesto
Been seeking help with my tutor/copy writing Anthony to develop my copy-writing of the manifesto.
Name Card
Here is the final design of the name card. The name will be sent to special printer. The logo will use ‘extreme embossing’
Letterhead
Envelope
Badges
Folder
final dimension of the folder. i have decided to produce the folder in a reasonable size so that it can be less accessible and easier to sent to client etc. The capability (A4) inside the folder must allow to hold letter hand, envelope name card, folder poster, CD, stickers etc…
Note book
Testing/Mock up
Mock up of the envelope. form this mock up, i will be able to know the position and which font size will be best suitable.
so i have been choosing different sort paper/card to form the folder. i was looking for a more durable card so that it give a more security for the stuff inside the folder.
as the structure of the folder required the card i have choose must be fold-able with fine edges. because originally i was testing it with ivory mounting board. and when you try to fold it, the layer inside the paper will make a very messy edges which is not good.
therefore i have been testing different card/paper in order to give a more cleaner edges when fold it.
so i have chosen this 350 gsm card board as the final material to use for the folder. i have been testing with different scoring techniques to provide with a fine edges even just folding the card. But i have developed another technique with a light slicing the of the scoring line. so when it come to folding it it will give a very nice/clean edges. like the picture above shown.
keeping a consistence colour through out a identity is vital in building a identity with any brand. But since i am producing everything by hand. there is very hard to source all this printer which could print on card for one off production etc. which i have aware with that, and have been taking consideration with every design decision that i will know all of this can be achieve in the future when i am going to produce this folder in a more amount production.
So i have sourced this spray can. and i have been testing the outcome of the colour yellow which is the closest to my yellow i decided before. so i think i will be using the method to apply the colour onto the folder.
Next, i was struggling with how to apply the exact yellow i wanted on the folder layer. I was initially thinking of sticking on another layer of white paper with spray mount and PVA glue. that way the outcome of the yellow will not be effected by the colour of the cardboard. but then the outcome of that was not as good as i expect because the amount of adhesive cant not be 100% applied onto the card board evenly. in a result, left with air bubble between the card and the extra layer paper, which give a horrible finish effect.
so i have taking alternative method by spraying a extra solid white colour onto the card before i apply the yellow. so the colour will be less effected by it. and i am satisfy with the outcome of this testing.
Here is the mock up model of the folder i am going to produced as the final outcome after all the testing and development.
CONTINUE…
Psychographics (3)
Production
Vacuum forming
I have been using laser cutting to accurately cut out the logo of psychographics.
After cutting the logo on card with the laser cutter. i have been carefully gluing each layer together to formed a ’3D’ shape of the logo.
Then i am re-positioning the logo onto the card as a base so that it sit on top of the bed of the vacuum forming machine.
Here is a mock up of the vacuum formed mold. i have specifically a thinner plastic which 0.5mm (normally 1.0mm) in order to pick up as much detail around the edges of the logo when it come down to vacuum forming . One of the thing i have pick up from this testing is that since the gap between each logo are spaced too close to each other, in a result doesn’t provide enough ‘space’ for the vacuum machine to suck the plastic. that left with half sucked plastic and it doesn’t look good, it look half finished. so i need to somehow try to fix this issue either by heating the plastic long or recreating the logo by spacing out a bit more for the vacuum forming to suck better.
Production
After taking advice from the technician down at the workshop. the way of solving the ridges between the logo on the plastic mold is to drill a tiny whole on the edges that are too closed to each other. That allow more air suck ion can actually go into the mould it self. and that could solve the problem. since whatever i am doing all the base mound, it will actually be pick up by the vacuum form machine. so that the hole must kept as small as possible and as close to the edge of the logo as possible.
Note book
I am using a typical method of hand binding the note book. binding myself a own book is something i always wanted to do. so this project allow me to do so.
Putting three paper into one single spine and the total consist 8 spine.
punching a hole on the layer of the paper. each hole must be define according in order to stitch it through and allow secure each spine sections
Punching a hole on the layer of the paper. each hole must be define according in order to stitch it through and allow secure each spine sections
gluing the whole book together with special book glue while add pressure. so that the book will stay in shape
using the this special cutting machine to crop the excess paper length to a have a clean edge of the book
Name card
FINAL OUTCOME
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