Process book draft

MFA Thesis Process

MFA Thesis Process

Agriculture in the Cities

CEED

Haolong Lyu 2019—2020

Haolong Lyu 2019—2020

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MFA T he sis P r oc e ss

MFA Thesis Process

Agriculture in the Cities

CEED

H a o l o n g L yu 2 0 19 — 2 0 20

Haolong Lyu 2019—2020

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Contents 01

INTRODUCTION

The Story Behind Background Problem Design Opportunities

02

RESEARCH

The Important Questions Audience Spectrum Focus Group Mind Map Interview User Journey

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04

STRATEGIES

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CONCLUSION

Insights & Strategy Chart

Acknowledgements

Materials Matrix

Bay Area Urban Farm List

MFA Thesis Process

03

DEVELOPMENT

Brand Brand Promotion Package Series Exhibition

Haolong Lyu 2019—2020

CEED App

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MFA Thesis Process

01 INTRODUCTION

The Story Behind Background Problem Design Opportunities

Haolong Lyu 2019—2020

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1.1

The Story Behind

But in recent years, Urban Agriculture has been developing slowly in San Francisco. In SPUR’s 2012 report, there were 139 public gardens & farms available. Now there are only left. Even though the biggest one (Alemany Farm) is 3.5 Acres, most of the others are smaller than 0.5 acre, which is only available to the local neighborhood. The only commercial farm (little city farm) in SF was closed in 2016.

San Francisco has two main barriers to urban farming: access to land and educational support. As one of the most developed cities in the world, The demand for housing is huge, there are limited lands for farming. Hayes Valley Farm, a 2.2-acre farm between Fell and Oak street, was closed to build between 700 and 900 total housing units on the parcels.

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MFA Thesis Process

Haolong Lyu 2019—2020

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1.2

Background Why Urban Agriculture is important

Feeding the cities: 99 percent of food in our cities are from the industrial food system, in which each food item takes 1500 miles to travel from farm to consumer. Even worse, in case of a devastating natural disaster that disrupt food transportation, the city could only have 3 days of food. Thus it is important to reduce dependency on industrial food system, and cities must grow their own food.

Educational purpose: People live in the urban areas need to know about agriculture. Farm and ranch families comprise just 2 percent of the U.S. population. And from a research of USFRA (U.S. Farmers & Ranchers Alliance), 72 percent of consumers know nothing or very little about farming.

Healthy diet: There is a phenomenon called food desert. People in some communities have limited access to affordable and nutritious food. For example, due to decades of disinvestment and capital flight, Detroit has less and less fresh food retail. 70 percent of Detroiters can only rely on the food in convenience stores, gas stations, and fast food stores. They struggle to access the nutritious food they need. As the result, 38.1 percent of Detroiters are obese and overweight.

Growing food by people themselves is a good way to have fresh nutritious food in the “food deserts�.

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*Sustainable Lifestyle: Urban People need to learn about farming not only because it has the advantages above but it is also an important activity to inspire people about sustainability. When we grab fresh vegetable from our backyard, we don not need the package and transportation any more. We save the unnecessary waste and keep a balance between daly consumption and envrionment. This is the sustainablity.

MFA Thesis Process

Haolong Lyu 2019—2020

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1.3

Problem

In recent years, Urban Agriculture has been developing slowly in San Francisco. In SPUR’s 2012 report, there were 139 public gardens & farms available. Now there are only left. Even though the biggest one (Alemany Farm) is 3.5 Acres, most of the others are smaller than 0.5 acre, which is only available to the local neighborhood. The only commercial farm (little city farm) in SF was closed in 2016.

San Francisco has two main barriers to urban farming: access to land and educational support. As one of the most developed cities in the world, The demand for housing is huge, there are limited lands for farming. Hayes Valley Farm, a 2.2-acre farm between Fell and Oak street, was closed to build between 700 and 900 total housing units on the parcels.

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MFA Thesis Process

Haolong Lyu 2019—2020

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1.4

Design Opportunities

To promote urban agriculture is San Francisco, as may nonprofit organizations are doing, I choose to guide urban individuals step by step. If growing food in cities become part of people’s daily life, urban agriculture will get more social approval.

Provide them manageable farming activities where ever they live. I will design a product which can help people to grow food anywhere and anytime. It is a modular garden system consist of different modules and package, And it is controlled by an App.

I will teach them to the basic knowledge first, I can design an exhibition to show people knowledge in easily-understood diagrams and photos. It will have floor plans and rendering, with some marketing materials.

During farming they can connect existing resources through an online community. It will be a web section shows on different screens and printed publications of valued answers.

Growing food is the most basic, primordial way humans connect to nature. Urban agriculture is not only about production, but educational purpose as well.

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MFA Thesis Process

The biggest reason to support urban agriculture is the number of people it touches, rather than the number of people it feeds. —Eli Zigas (food systems and urban agriculture program manager) Haolong Lyu 2019—2020

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MFA Thesis Process

01 RESEARCH

The Important Questions Audience Spectrum Focus Group Interview Field trips User Journey Haolong Lyu 2019—2020

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2.1

Important Questions Question List

Questions for clarification

Questions that probe assumptions

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What do you mean by “Food Desert�?

Is there any example of food desert?

What is the food crisis in the world?

How is the food crisis in the US? What is urban agriculture?

What is the history of urban agriculture?

Is there any successful project of urban agriculture?

What can people really yield in the cities?

Why do you choose this topic?

How big is the urban agriculture market in the US? Can urban agriculture become a good business

Is it hard to start farming in cities?

How much land does it need?

How much does it often cost?

What pollution can urban agriculture create?

How much energy we use?

What is the future of urban agriculture?

Where can people start urban farming?

What challenge we face?

Can urban agriculture really grow the food people need?

How can urban agriculture help the urban ecosystem?

Is planting food indoors also a type of urban agriculture?

Does urban agriculture impact the food safety?

Can people earn money by planting food in cities?

MFA Thesis Process

Questions about viewpoints and perspectives

Questions that probe reasons and evidence

Is there anyone have the same idea with you?

What do they think about urban agriculture and food crisis?

What do you think about the urban agriculture has educating function?

Does urban agriculture have more social and educational relationship than production?

How does our government think about urban agriculture?

What do American people think about urban agriculture?

What lead you to believe that urban agriculture can help the poor people?

Is there any successful urban agriculture company?

Is there any non-profi t organization about it?

How can technology help us in urban farming?

Is there any politic ordinance to promote urban agriculture?

Can people really accept the products?

Haolong Lyu 2019—2020

Is vertical farming the future of agriculture?

Is urban agriculture profi table?

How many people are interested in urban agriculture?

How much knowledge does it need to startup?

Does soil contamination limit the potential for urban agriculture?

Are traditional farming methods being threatened by the rise of indoor hydroponics?

How popular is urban farming?

Is urban farming a threat to traditional farmers?

Is there any successful community garden that can help the poor people?

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2.1

Important Questions Question List

Questions for clarification

Questions that probe assumptions

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What do you mean by “Food Desert�?

Is there any example of food desert?

What is the food crisis in the world?

How is the food crisis in the US? What is urban agriculture?

What is the history of urban agriculture?

Is there any successful project of urban agriculture?

What can people really yield in the cities?

Why do you choose this topic?

How big is the urban agriculture market in the US? Can urban agriculture become a good business

Is it hard to start farming in cities?

How much land does it need?

How much does it often cost?

What pollution can urban agriculture create?

How much energy we use?

What is the future of urban agriculture?

Where can people start urban farming?

What challenge we face?

Can urban agriculture really grow the food people need?

How can urban agriculture help the urban ecosystem?

Is planting food indoors also a type of urban agriculture?

Does urban agriculture impact the food safety?

Can people earn money by planting food in cities?

MFA Thesis Process

Selected questions for further research

1.What is urban agriculture?

2.What advantages does urban agriculture have?

3.How urban agriculture in Bay Area now?

4.What food can people plant in the urban area?

6.How urban agriculture in America now?

Haolong Lyu 2019—2020

5.Is urban agriculture hard to startup?

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2.1

Important Questions Question List

1.What is urban agriculture?

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MFA Thesis Process

2.What advantages does urban agriculture have?

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2.1

Important Questions Question List

3.How urban agriculture in Bay Area now?

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MFA Thesis Process

4.What food can people plant

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2.1

Important Questions Question List

5.Is Urban agriculture hard to start up?

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MFA Thesis Process

1.What is urban agriculture?

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2.2

Audience Spectrum

Robert 47 years old / Male / $ 41K per year / Farmer

“I’ve been a farmer for 30 years and I don’t think a city is going to be able to produce enough food. I don’t believe that urban farming is ever going to replace what I am doing now.”

Agriculture skill Untrained

Beginner

Skilled

Specialist

Expert

Place to farm (or can start farming)

Farmland

Backyard

Main Food sources

Farm Grown

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Grocery Stores

MFA Thesis Process

Sarah 35 years old / Female / $ 35K per year / Convenience store cashier

“In the community I live, the nearest grocery store is six miles away. I am struggling with obesity because I have had too much fast food. I want to do something to change my present situation.”

Agriculture skill Untrained

Beginner

Skilled

Specialist

Expert

Place to farm (or can start farming)

Community Garden

Backyard

Balcony

Indoors

Main Food sources

Fast Food

Grocery Stores

Haolong Lyu 2019—2020

Restaurants

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2.2

Audience Spectrum

Henry 30 years old / Male / $ 70k / Photographer

“I travel around the country years and years for taking photos. I sold my house and became a full-time professional travel photographer. I like farming only because of the beautiful scenery.�

Agriculture skill Untrained

Beginner

Skilled

Specialist

Expert

Place to farm (or can start farming)

Indoors

Main Food sources

Restaurants

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Fast Food

Grocery Stores

MFA Thesis Process

Alex 30 years old / Female / $ 90k / Software Engineer

“I enjoy cooking at home. I think it is a great way to relieve the tension and spend the boring time after work. So I grow many herbs indoors. I am now learning how to grow some vegetables. Maybe next time I can cook with the food I grow.”

Agriculture skill Untrained

Beginner

Skilled

Specialist

Expert

Place to farm (or can start farming)

Balcony

Indoors

Community Garden

Rooftop

Main Food sources

Self-grown Fast Food Grocery Stores

Haolong Lyu 2019—2020

Restaurants

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2.3

Focus Group Preparation

Overview

My topic is about urban agriculture. It is a topic which I am not familiar with. I need to discuss with real people who have their individual views of my topic. Thats why I held this focus group activity.

I held this focus group with my classmate Jerry. Because our topics are similar to each other. Both of our topics are about plants. My topic is urban agriculture and his topic is vertical garden. Mine is about growing food his is about documentary plants. We split the bill so that our participants can have a more comfortable experience.

Planning

Time April 6 2019 Schedule 2:45-3:45 pM 3:45-4:00 pM >> 4:00-5:00 pM

Participants 20

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Location 60 Rausch St #203, San Francisco Presentation: Urban Agriculture Coffee Break Free Discussion

MFA Thesis Process

Location Choice

We looked for conference room on Peerspace.com. Our goal is to find a big and comfortable place to make sure that our participants will have the best experience during the activity. Also the environment should match our topics Here are three places we have chosen.

At last we chose the SoMa natural light conferece room. Though the other two places have good view and lots of plants, considered of the rains, we finally gave up the choices of the outdoor places.

Invitation

Email Invitations Sent: 24 / Attended:6 Social Media Invitations Sent: Facebook friends / Attended: 4

Haolong Lyu 2019—2020

Printed Invitation Sent: 5 / Attended: 0

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2.3

Focus Group Preparation

Material List

Printed Materials Name

Amount

Introduction of the topic

10

13 by 19 Presentation board

1

13 by 19 urban agriculture photos 2 Participants information

10+1 example

Discussion topic list

10

Floor plan of activity 2

10+1 example

Sticker for activity 2

10+1 example

Card for activity 1

10+1 example

Discussion topic list

10

Package of gift

10

Invitation letter

6

Other Materials

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Name

Amount

Lunch & coffee

22

Indoors agriculture example

2

Small plant with pot

10

Pencil

20

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2.3

Focus Group Preparation

I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.

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MFA Thesis Process Haolong Lyu 2019—2020

I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.

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2.3

Focus Group Participants

Would you like grow food in the urban area if you have space and time?

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Name Evie Living Condition Apartment Agriculture Skill Beginner

Gender Female Age 22

Name Krystal Living Condition House Agriculture Skill Untrained

Gender Female Age 20

Name Sunsana Living Condition Apartment Agriculture Skill Untrained

Gender Male Age 21

Name Josh Living Condition Domi Agriculture Skill Skilled

Gender Male Age 20

Name Yiyun Living Condition House Agriculture Skill Untrained

Gender Female Age 26

Name Kathy Living Condition House Agriculture Skill Beginner

Gender Male Age 19

Name Nele Living Condition Apartment Agriculture Skill Untrained

Gender Female Age 22

Name MJ Living Condition House Agriculture Skill Spcialist

Gender Female Age 24

Name Vincent Living Condition House Agriculture Skill Beginner

Gender Male Age 27

Haolong Lyu 2019—2020

Gender Male Age 28

MFA Thesis Process

Name Ron Living Condition Apartment Agriculture Skill Untrained

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2.3

Focus Group Participants

Overview

I put the difficulty on the back of each card. Most of the participants chose the easiest one—garlic greens at first. Because it only needs water to grow. Then they started to read the description of each crops carefully, but still from the esay-to-grow ones.

Planning

This activity was to putting the stickers on where they want to grow their crops. People who live in a house prefer to put stickers in both outdoor and indoor space. People who live in an apartment don't want to farm in a public space. Growing herbs indoors is a common choice.

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MFA Thesis Process

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2.3

Focus Group Key Insights

Insight 01

Growing food in the urban area requires patience and courage. But urban young people are afraid of getting into troubles, they prefer easy and efficient activities.

Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience.

I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)

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MFA Thesis Process

Insight 02

The educational purpose of urban agriculture is more important than making money and feeding people.

Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience.

Haolong Lyu 2019—2020

I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)

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2.3

Focus Group Key Insights

Insight 03

Growing vegetables and fruit indoors is a good choice for people who don't have enough outdoor space. But there is still question about waste and if it is organic.

Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.(Save Water) We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience.

I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next..(Needs Container)

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MFA Thesis Process

Not all the environments in the cities can plant crops. For example, most building roofs will require proper reinforcement and waterproofing before setting a roof garden.

Insight 05

Growing vegetables can help people release their stress after busy work. It can also reduce the air pollution and noise.

Insight 06

Everyone cares about food safety. So Instructions of pesticide using is needed.

Haolong Lyu 2019—2020

Insight 04

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2.3

Focus Group Conclusion

What I learned

This lab project is not a group project, so Jerry and I have ten participants each (total 20). When Jerry's group discussion ended, Jerry and some of his audiences chose to stay and listen to my presentation. They also gave me many interesting and helpful opinions.

The topic was too big before and the outcome was not clear enough. After the focus group discussion, I learned that I need to narrow it down. I narrow down my audience age group from 20-60 to 20-35. Also I changed my outcome from promoting urban agriculture to promoting a lifestyle related to agriculture.

Young people who work and live in urban area don't have enough time and space for urban agriculture. So if I my design can get over this challenge, I will reach the outcome of this topic.

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MFA Thesis Process

What I need to Improve

Most of my participants were Asian because of my social circle. I gave my invitation letters to people who live around the Miller Memorial Garden when I took photos for my presentation. It is regretful that no one showed up.

We did a the perfect schedule, but we didn't think of that someone might be late. I planned to start my group at 4:00, but actually I started at 4:50. It may decrease the audiences' experience.

I didn't prepare a presentation notes. Sometimes I had to stop for a while to think about what to talk about next.

Haolong Lyu 2019—2020

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2.3

Field trip

Miller Memorial Garden

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2.4

Practice

Indoor: Pots and Aerogarden

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MFA Thesis Process

Outdoor: Potatoes and herbs

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2.4

Practice

Indoor: Aerogarden

The herbs in the pots grew slower than those in the Aerogarden.

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MFA Thesis Process

Outdoor: Potatoes and Garlic

Haolong Lyu 2019—2020

I moved to a new house during covid-19 and left my vegetables in the previous backyard. I decided to take the photos but my landlord moved to another state. However, I had a lot of problems during the first time backyard gardening. Except for the terrible weather and water quality, the biggest problem is the animals.

This photo was taken in the corner of the backyard when I was moving out. Even though the raccoon was surrounded by the moving trash, he still kept looking for food there. One day in April I put a sunflower in my backyard and there was only a pot left on the next day. The raccoon ate almost every plant above the ground.

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2.4

Practice

Testing the ph, Oct, 2019

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MFA Thesis Process

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2.4

Practice

Dill grows a lot faster than any other herbs, I have to cut it to save other herb's space. I could be used to increase the flavor while cooking fish.

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MFA Thesis Process

What I learned

For the indoor plants, I have to say that the technology does help.

The same herbs in the water-based smart garden grow five times faster than the herbs in the traditional flower pot. And the smart garden saves a lot water. There is also no dirt because the herb grows in water instead of soil.

Grow vegetables in the backyard has a lot more challenges than I thought, for example, the climate, seed quality, plant spacing, pests and animals. I think that is why organic food has less yield than conventional farming. Even though I only succeeded in growing chives, green onions and potatoes. I learned a lot during the practice. ( In California, we can not hurt raccoon because it is protected by law against being relocated after trapping or killed by inhumane means.)

Overall I think growing herbs indoor is a good way to start urban agriculture. They are friendly to unexperienced users. The smart garden has liquid plant food, artificial light source and smart system. And there are more and more new products come out.

Haolong Lyu 2019—2020

But my goal is to guide people to have urban farming in their life style, not to guide them more and more rely on technology. So I need to find a balance.

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2.5

Interview

In the age range of 25-40, I find three people in my user test group.

They are all young people who live and work in big cities. All of them are living in an apartment. They don't have urban farming experience but they are really interested in my topic about engaging people into urban farming. We had a 40 minutes talk and shared some opinions through face to face talking and online chating.

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MFA Thesis Process

Address San Francisco

Age 22

Insight Fresh is the most important thing she can think of when we mentioned urban agriculture. She is super interested in the feeling of just picking up small tomatoes on the shelf.

Name Sam

Address San Francisco

Age 30

Insight Sam has few experience of planting vegetables backyard. But since he has moved to the downtown, he have no space to plant.

He mentioned that don't worry about if the food can grow. Most of the vegetables and fruits can grow in bad conditions. But it will take longer time to have the grown-up produce. Even in my topic the education part is more important than produce. Eating it is still the basic part of agriculture, I have to go deeper research on biology things to convince my audience.

Name Yinhow

Address Toronto

Age 38

Insight Yinhow is a geek who has some negative point of views, he though that things must have reason to exist. Though there have been some of the same product on Amazon. The sale is not good. We have to do unique things to raise their curiosity. As a wildcard, for example, we can make a Magnetic levitation flower pot.

Name Thomas

Address San Francisco

Age 26

Insight Yinhow is a geek who has some negative point of views, he though that things must have reason to exist. Though there have been some of the same product on Amazon. The sale is not good. We have to do unique things to raise their curiosity. As a wildcard, for example, we can make a Magnetic levitation flower pot.

Haolong Lyu 2019—2020

Name Wendy

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2.6

User Journey

In San Francisco, a dense city which suffers the housing crisis people don't have enough space to do their farming activities. And agriculture is an activity which requires spare time and energy. The access to land and educational support are the two main barriers of promoting urban agriculture in San Francisco. This project provide urban people a manageable way of urban agriculture.

Name: Josh Age: 28 Profession: Bank assistant Josh rents an apartment in San Francisco. He wants to try new things but he is afraid of difficulties.

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Josh has several times of failing urban farming experience. He clean up a big space in his small studio for urban farming. But sometimes the plants died because he can't control the light. Sometimes the plants grow too slow and he can't figure out why. He can't take care of the plants if he have a business trip so he wants to give it up.

Josh purchase a product with seed packets to start another urban agriculture try.

MFA Thesis Process

The product has good use of space he can put it everywhere.

An algorithm analyzes the data the camera has gathered and prompts the environment—temperature, humidity, light intensity. So he can know how to adjust to optimize the plants’ healthy growth.

Even he is on his business trip he can still control the growing envrionment by the app.

Haolong Lyu 2019—2020

He installs the product following the instructions and download the app. He put the seeds in the nutrient soil.

Josh enjoys his new urban farming experience and he can use his organic crops in his diet.

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MFA Thesis Process

03 STRATEGIES

Insights & Strategy Chart Materials Matrix

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1982 That Time a Wheat Field Grew in Downtown New York

Agnes Denes

“Agriculture is our wisest pursuit it will in the end contribute mos wealth, good morals, and happin

“My works of the wheatfield are intended to help the environment and benefit future generations with a meaningful legacy.”

Thoma

Now, the world might be catching up with her.

01

Growing food in the patience and coura are afraid of getting easy and efficient a

Insights from Focus Group

How can you catch people’s interest of urban agriculture?

What advantages does urban agriculture have?

STRATEGY

STRATEGY To provide urban people convenient and efficient agriculture activities.

To connect people with existing resources

03

The educational purpose of urban agriculture is more important than making money and feeding people.

An online Q&A platform connects people with professionals and urban agriculture organizations/companies.

Insights from Focus Group

Emmie 35 years old / Female $60k / Housekeeper

Urban

Modernization

large Young people do like agriculture activities, they are just afraid of the challenges.

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Rural

99 Industrial

Agriculture

small

San F

t, because st to real ness.”

United Nations Development Programme (UNDP) Urban and peri-urban agriculture are agriculture practices within and around cities which compete for resources (land, water, energy, labour) that could also serve other purposes to satisfy the requirements of the urban population.

How do we define urban agriculture?

e urban area requires ge. But urban young people g into troubles, they prefer activities.

02

MFA Thesis Process

as Jefferson

Growing vegetables and fruit indoors is a good choice for people who don’t have enough outdoor space.

Robert 47 years old / Male $41K / Farmer

Insights from Focus Group

People need to know about their food.

2% Farmers

“In my memories, planting some vegetables in the backyard is a thing that retired grandparents would like to do.”

?

Quote from Focus Group

70%

To design flexible garden modules. For different crops and different conditions, people can combine the modules to build their own garden.

Food System

Francisco

98%

Feed

Taipei

2%

?

72% Don’t know

Haolong Lyu 2019—2020

9%

The U.S population

Detroit 69

3.1

Insights & Strategy Chart

Insights

Strategies

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1

2

3

Few American urban people know about farming.

Agriculture is an activity which requires spare time and energy.

It is difficult to find professional help in urban areas.

Teach people about urban agriculture.

Provide urban people a manageable way of agriculture.

Connect people with existing resources.

Outcome To promote urban agriculture.

Audience Urban people between 25-40 years old with room and space to grow.

Urban Farming Exhibition An exhibition and surrounding activities, it shows people the opportunities and challenges of urban agriculture in easily-understood diagrams and photos.

Urban Farming Kit

Magazine

To design flexible garden modules. For different crops and different conditions, people can combine the modules to build their own garden.

uring farming and the professionals can leave their answers below.

Marketing Materials Posters Banners Tickets (Paper / Electronic) Wall Graphics Exhibition Design Name Badges Websites

App Instruction Booklet Product Tool Kits Product Packaging Marketing Materials Brand Extensions Digital Publications Calendars Seeds Packaging Soil Testing Equipment Website

Website Marketing Materials Seeds Packaging Schedules Soil Testing Equipment App Publication of Valued Answers Brand Extensions Pesticides Packaging Mole Trap

MFA Thesis Process

Topic Area San Francisco

Deliverables

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3.2

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Materials Matrix

MFA Thesis Process

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MFA Thesis Process

04 DEVELOPMENT

Brand Brand Promotion CEED App Grow Kit Exhibition Haolong Lyu 2019—2020

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Logo Refinements

Steven Lyu

Steven Lyu

Steven Lyu

Logo Refinements

Mobile App Sitemap 1.1

Welcome pa

Log in / Sign

Map (main)

Profile

User Location

Farms List

Recommended

Highlighted

Activity List

Introduction

Farms

Appointmen Managemen

Check / Cancel

Thisis-2

Thisis-2

Steven Lyu

Local Farm Events Wireframe 1.3

Thisis-2

Mobile App Wireframe 2.1

Steven Lyu

Local Farm Events Sitemap 2.3

Steven Lyu

Steven Lyu

Urban Farming tool Kit Wireframe 1.2

Thisis-2

Steven Lyu

Mobile App Wireframe 1.1

Thisis-2

Steven Lyu

Thisis-2

Make an Appointment

Edit

Urban Farming tool Kit Wireframe 2.2

Urban Farms

Events

Marketing Materials

Advertisement

Orientation

Posters

Open Class

Farmers Market

Volunteering

Thisis-2

·Wants to grow food in her backyard

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Steven Lyu

Hero Flow

Penny

Wendy

Likes things that nature.

A vegetarian.

Goes camping in Yosemite every year.

Prefers spending her time with friends on weekends.

Likes to read the National Geographic magazine.

Likes to meet new people and make new friends.

Likes to buy food in the farmers market.

Has good relationship with her neighbors.

Has a garden in her backyard.

Donates clothes and food for the homeless.

see the ads on the street

go to the website

choose crops she wants

customize her grow kit

see the ads about mobile app

download the app

Goals ·Wants to meet new people delivered

choose a farm nearby

attend

Past Experience Likes to do things by hand

check out

·Wants to try something new

Start to grow food herself

buy a grow kit

see the ads on social media

Mobile App Sitemap

Welcome page

Log in / Sign up

Activity List

Download the app

Choose a farm nearby

Read the farm’s info

meet new friends

Attend

Make an appointment

Check time

learn about growing food

become a volunteer

Choose a grow kit

Start to grow food herself

Profile

Farms info

Introduction

Location

Edit

Photo Gallary

Time

Appointment Management

Share the photos

Make an Appointment

Check / Cancel

check activities provided

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Goals ·Wants to have the manageable farming activities.

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Past Experience Has some farming experience

Steven Lyu

Hero Flow

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Steven Lyu

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Online ads

Steven Lyu

Steven Lyu

Urban Farming tool Kit Sitemap 1.2

age

Local Farm Events Sitemap 1.3

Different choice

up

Urban Farms

Single Kit

Resources

Books / Magazines

Videos

Seeds

Events

Tools

Soil

Container

Online Store

Marketing Materials

Instructions

Label

Advertisement

Open Class

Volunteering

Farmers Market

Posters

Shovel

Online ads Purchase

Mobile App Sitemap 2.1

Steven Lyu

Steven Lyu

MFA Thesis Process

Thisis-2

Bookmarks

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nt nt

Activity List

Urban Farming tool Kit Sitemap 2.2

Welcome page

Website

Log in / Sign up

Customize the Kit

Profile

Community

Choose Crops

Resources

Seeds Farms info

Introduction

Location

Edit

Photo Gallary

Time

Appointment Management

Photo Gallary

Make an Appointment

Check / Cancel

Post / Share

Videos

Books / Magazines

Online Store

Soil

Instructions Tools

Bookmarks

Purchase Container

Shovel

Thisis-2

Design the box

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Local Farm Events Wireframe 2.3

Steven Lyu

Steven Lyu

Label

Purchase

Hero Flow Jacob Always likes to try new things.

Is a volunteer for the exhibition help in an art museum.

Spent his childhood is his family farm.

Rents an apartment near his company.

Grows some herb in his kitchen.

Past Experience Grew food in his kitchen but failed

see the ads on street

Download the app

Search for open classes

Choose a farm nearby

Check Location

Watch videos

Attend

Make an appointment

Check time

Search for grow kits

Choose a grow kit

Start to grow food himself

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Mobile App Layouts 2

Steven Lyu

Steven Lyu

Haolong Lyu 2019—2020

Thisis-2

Goals Wants to learn about how to grow food by himself

Mobile App Layouts 1

e

p

Urban Farmer Resources

Videos

Bookmarks

Books / Magazines

Online Store

Appointment

Study

Activities

John Doe San Francisco, CA

Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest

John Doe

Purchase

Activities

SEARCH

John Doe

Books

SEARCH

Alamany Farm

Alamany Farm Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest

+ tag # LED

# Farmer # Microgreens

# Pesticides

John Doe

Activities

Community

Study

Shops

San Francisco, CA

Videos

Jan 9, 2020

Alamany Farm

Alamany Farm Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest

From 7 a.m to 6 p.m

John Doe

Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest

Optatur? Qui ditatusciis min resseque voloribusa verio quiam, sit alit anda acculparum ut velia cume excest

Thisis-2

Post / Share

Profile

SEARCH

Community

Magazines

Thisis-2

Community

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4.1

Brand About the name

Naming is one of the most difficult part in my thesis process. I came with many choices while I name my project. I still had lots of ideas when I moved to design part. I think the name should be related to the subject, unique, and easy to understand.

Finally I choose "ceed". Words ending in -cede or -ceed are related to the Latin cedere meaning "to go". Ceed is a homophone of seed, which itself can be a verb, with meanings ranging from “to plant seeds in” (as in “they seeded the lawn”). I choose it to be my project name because it contains the meaning of both planting and action. Also, English has a lot of verbs that end in –cede or -ceed.

Most of them are common and their meanings are straightforward.

So the name won't confuse my audience.

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Brand Logo Development

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4.1

Brand Logo Development

2x x

2x

x 2x

x

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4.2

Visual Guidelines Color

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4.2

Visual Guidelines Typography

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Corbel AaBbCcDdEeFGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Palatino Linotype AaBbCcDdEeFGgHhIiJjKkLlMmNn O o P p Q q R r S sTt U uV v W wX x Y yZ z

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Visual Guidelines Illustrations

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CEED App Personas

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4.3

CEED App Paper Prototype User Testing

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4.3

CEED App Wireframe

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Grow Kit

4.3

Visual Development

Indoors or Outdoors

HARVEST: 75DAYS

SEED Urban Agriculture Seed Starter Kit

MADE IN THE USA

HARVEST 75DAYS

Indoors or Outdoors

Highest germination rates - open pollinated seeds.

Seeds are 100% Non GMO. Grown by local farmers.

Great for beginners & experts.

CONTAINS 4 X Open pollinated, seed packets.

4X Biodegradable pots - Can be transplanted directly into the ground.

4X Plant labels - For tracking your progress 1X Instruction manual - Also sent via email

Easily grow 2 types of

Made in the USA:

Designed for beginner

carrots from organic

Nature’s Blossom’s kit

and expert gardeners ;

seeds: everything you

seeds have a +90%

no past experience or

need to get started is

germination rates ; Our

additional gardening

included to grow car-

seeds are organic, NON-

tools are needed.

rots.

GMO, and grown by

CARROT SEEDS

SEED Urban Agriculture Seed Starter Kit Highest germination rates - open pollinated seeds.

Seeds are 100% Non GMO. Grown by local farmers.

Great for beginners & experts.

CONTAINS 4 X Open pollinated, seed packets.

4X Biodegradable pots - Can be transplanted directly into the ground.

Grow it anywhere you want.

4X Plant labels - For tracking your progress 1X Instruction manual - Also sent via email

local farmers here in the USA. Easy to grow Made in the USA: Easily grow 2 types of carrots from Nature’s Blossom’s kit seeds have a organic seeds: everything you need +90% germination rates ; Our seeds to get started is included to grow. are organic, NON-GMO, and grown by local farmers here in the USA.

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MADE IN THE USA

CARROT SEEDS

SEED Urban Agriculture Seed Starter Kit

Designed for everyone: Designed for beginner and expert gardeners ; no past experience or additional gardening tools are needed.

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4.3

Grow Kit

Kit 1: Indoor Herb Kit Contains: Herb seeds packs Soil PH Test Kit Plant Marks Instruction Booklet Organic Plant food Garden Neem oil Diary

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6 1 6 1 1 1 1

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3 1 3 1 1 1 1

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Kit 1: Outdoor Vegetable Kit ( Survival Garden Kit) Contains: Vege seeds packs Soil PH Test Kit Plant Marks Instruction Booklet Shovel Garden Neem oil Diary

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4.3

Grow Kit

The first name of the outdoor seed kit was just the original name "Outdoor Seed Kit". I changed the name to "Survival Garden kit", because when I went to the last part of my thesis, covid-19 happened. Many people were anxious. With covid-19, stores around the nation are out of toilet paper and cleaning wipes. In some area, fresh food became hard to buy. This kind of product is for this phenomenon. It can not become the only food resource but somehow increase the possibility to get fresh food. It can help people get some nutritions that canned food can not provide. The most important, it teaches people growing their own food is not a difficult thing.

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By growing the food, people can learn the basic knowledge of farming. Practice is always the best teacher. For some audience who don't have enough space, and for some who want to have better seasoning, I designed an indoor herb kit.

By the way, every package is made by paper and starch-based degradable plastic. In my focus group, I found that it is difficult when we try to convince people who have no experience to grow food. But the herbs can harvest in two week without taking much care. It will be a step by step guide. The result can give people confidence and the may try to grow vegetables in their garden.

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4.3

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4.3

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All the packages are made of paper and starch-based degradable plastic.

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4.4

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Brand Promotions

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4.4

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Brand Promotions

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4.5

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Exhibition

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4.5

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Exhibition

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4.5

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Exhibition

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4.5

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Exhibition

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Exhibition

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4.6

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Magazine

SELECTED WORKS 2017—2020

HAOLO N G LY UProcess MFA Thesis M FA T H ES I S: C E E D

PROJECT 9 OF 9

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4.6

138

Magazine

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4.6

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05 CONCLUSION

Acknowledgements Social Media Bay Area Urban Farm List

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5.1

Acknowledgements

Instructors Throughout studying in the Academy of Art University I have received a great deal of support and assistance. I would like to thank my instructor, Phil Hamlett, who guided me to grow this thesis. Your insightful feedback pushed me to sharpen my thinking and brought my work to a higher level. I would also like to acknowledge my instructors during the three years. They are Mary Scott, Brian Minards, John Nettleton, David Hake, Hunter Wimmer, Christine George, Violeta Kaminska, Sandra Isla, Carolina de Bartolo, Nita Ybarra, Scott Rankin, and EAP support instructor Monica Berini.

Family In addition, I would like to thank my parents for their wise counsel and sympathetic ear. You are always there for me.

Friends I would also like to thank my roommates Jerry Chang, and Thomas Chang. Both two brothers has the degree of bachelor of biology. I can’t finish the thesis without their help. Finally, I could not have completed this dissertation without the support of all my classmates, who provided discussions and feedbacks during the thesis study.

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5.1

Social Media

Instagram instagram.com/urbanfarmersss/ Twitter twitter.com/stevenlyu1 Behance behance.net/gallery/106342601/CEED

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5.3

Bay Area Urban Farming Resource Guide

EDUCATIONAL & RESEARCH INSTITUTIONS University of California Cooperative Extension http://cealameda.ucdavis.edu/ (510) 670-5650

Oakland Unified School District School Gardens Program (510) 776-5556 Grey.kolevzon@ousd.org http://www.ousd.org/domain/100

UC ANR Urban Ag http://ucanr.edu/urbanag

Project Eat http://projecteat.acoe.org/ (510) 670-4544

Berkeley Food Institute https://food.berkeley.edu/ Growing Roots https://growingroots.berkeley.edu/ growingroots@berkeley.edu Sustainable Agriculture Research & Education Program (SAREP) http://asi.ucdavis.edu/programs/sarep (530) 752-3915 asi@ucdavis.edu GOVERNMENT GROUPS & AGENCIES Alameda County Resource Conservation District www.acrcd.org (925) 371-0154 East Bay Municipal Utility District http://www.ebmud.com/ 1-866-403-2683 custsvc@ebmud.com

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Republic Services www.republicservices.com 1 (877) 692-9729 San Francisco Public Utilities Commission www.sfwater.org (510) 554-0761 Commission Secretary (510) 554-3289 General Inquiries Contact: Amy Dawson adawson@sfwater.org United States Department of Agriculture – Urban Agriculture https://www.nal.usda.gov/afsic/urbanagriculture URBAN FARMS Acta Non Verba: Youth Urban FarmProject Oakland, CA www.anvfarm.org (510) 878-7235 info@anvfarm.org

MFA Thesis Process

City Slicker Farms Oakland, CA http://www.cityslickerfarms.org/ (510) 763-4241 Dig Deep Farms www.digdeepfarms.com Hilary Bass, Executive Director, Community Events hbass@acgov.org (510) 614-3337 csa@digdeepfarms.com Eden Area Urban Farms Rick Hatcher (510) 909-4077

Grow Incubator Oakland, CA https://growincubator.org/ (510) 612-2260 Christine Hernandez christine@growincubator.org Top Leaf Farms http://www.topleaffarms.com/index.html (831) 667-2376 farmtheroof@gmail.com Alemany Farm 700 Alemany Boulevard San Francisco, CA 94110 community.gardeners@gmail.com alemanyfarm.org

Fertile Groundworks www.fertilegroundworks.org (925) 371-5615

Garden for the Environment 7th Ave and Lawton St., San Francisco www.gardenfortheenvironment.org/ info@gardenfortheenvironment.org (415) 558-8246

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Farms to Grow Oakland, CA www.farmstogrow.com

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Colophon

Copyright© 2020 By Haolong Lyu All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.

Contact Haolong (Steven) Lyu +1 415 825 2659 haolonglyudesign.com School Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA Instructor Phil Hamlett Christine George Violeta Kaminska Typeface IvyPresto Text Corbel

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