PROBLEM A public concern
This project is based on something that’s wrong in our society and cannot be ďŹ xed by force. This booklet explores the roots of the issue and presents the foundation on which the Morrow concept was built.
WHAT IS PUBLIC? Public means that it’s available for everybody to enjoy or use; the public space is the space that everybody can influence and in which everybody can be influenced by others or other’s activities. This is an important part of our freedom and rights and comes as both a blessing and a curse.
Oftentimes, the beauty of a city is expressed through it’s windows. What is a city if not people, buildings, shops, parks - and everything we see affects us. We are more inclined to stay in a place where the aesthetics we see around us are enjoyable and the shops that sometimes clutter the heart of the city are tasteful and well cared for.
EVEN THOUGH IT AFFECTS EVERYBODY, IT CANNOT BE CHANGED BY FORCE
THE SHOPKEEPERS Certainly, not all people are creative, and not all of them see that their poorly designed front is affecting the city’s overall look and feel, as well as the business in the area. It is also not something fixable by force, because if a shopkeeper lacks vision, they will definitely not assign the proper budget for the issue to be solved.
A proper branding process cost would start at around £2000 and go up from there, thus some shopkeepers may be reluctant to start investing in something they have no vision for. The theme of offering almost free rebrands to shops on important roads was picked up before on several occasions, with the purpose of improving business in the area, attract more tourists and create an overall more beautiful city.
On the flip side, some shops are just too small or have a smaller cash flow that they need to aford rebranding their front. This shops This project intents to deal with are found all over in every town this in a slightly different way under the form of mini grocery and on a smaller scale. stores or small takeaways and many others
WHO COULD PROVIDE THE REBRAND?
THE STUDENTS There is a questionable fact that some graphic designers learn better through a professional studio environment, students included. The best students are often frustrated about the mock projects they have to create.
THE BEST FINAL YEAR STUDENTS USUALLY CAN, UNDER PROFESSIONAL SUPERVISION, ATTAIN PROFESSIONAL RESULTS
To a young designer, the opportunity to point his skills at something meaningful and real is most of the time welcomed. Why would a great design student be dierent? The city can be improved by gradually getting rid of all the bad design possible and the process would create some amazing experience, sense of accomplishment and motivation for the students. This would improve their style and creative process while preparing them for the real work.
Students are sometimes undervalued, not rarely because the mock university work has a hard time motivating some types of people. Here are some great examples of student designed work.
IT’S PERSONAL When I first came to study graphic design, I was already working on commercial briefs; the change I had to make to take mock briefs seriously had it’s ups and downs. I become complacent and started having deadline issues, even though I was finishing the projects fast enough.
Ultimately, my frustration with the university work kept me from fulfilling my potential and evolving creatively as much as I could have, and I believe that a way in which I could have used my skills to give back to the community through real projects would have tremendously helped me grow.
My issue was lack of motivation and not seing the merit in sharpening my skills on imaginary rocks. I may not be alone with this mistake in thinking, and I’m sure there are ways in which this thought process might be avoided.
I also always found unfair how the creative people in a city could make it flourish overnight, after just a few days of work and development, yet don’t do it for financial reasons. I think that making the city better can also be done in babysteps.
Gorgeously designed streets always have prospered, with the shops always looking warm and welcoming; on the other side, usually the badly designed and unaesthetic usually only recieve local business on a small scale. Redesigning the gates through which money comes into the city sure sounds like a very commercialy viable task. There have been many recordings of sales skyroketing after the neigbourhood was cleaned and refreshed; one of the perfectly good examples being the Leyton High Road after it’s beautiful transformation for the 2012 Olympic torch relay.
IT’S COMMERCIAL
Helping students to work on real projects in a real studio environment will develop them and make them become better creatives, ready for the industry. It will also grow the commercial value of the parts implicated in the project, bringing into the spotlight both the creatives that use their talents for a more beautiful city and the businesses that join the event in order to rebrand their own shops.
THE PUBLIC SPACE BELONGS TO EVERYBODY. THE RESPONSIBILITY FOR IT’S BEAUTY IS RESIDING IN ALL OF US.
THE BRIEF PROPOSAL
Name
Cassian Iordache
Topic
Create a more beautiful city by rebranding the unaesthetic shop fronts
Brief
Solve the unaesthetic issues of the small shop owners by bringing together the top students to work on real briefs that are beneďŹ ting both them and the city.
Target Audience
The small businesses owners and the ďŹ nal year students.
Creative Requirements
Create a creative bridge between the two
Objectives/ Deliverables
Come up with a branded event that would bring the top students together working under professionals on real briefs to rebrand
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