I_Pover_ENROUTE©_A2

UNSW : MASTERS CROSS-DISCIPLINARY ART & DESIGN:MANAGING CREATIVITY - ISOBELLE POVER-LEONG © 2010

A2

Creative Portfolio A Pitch + Concept + Plan Cross Disciplinary Art & Design Core 3 Lecturer: Dr. Andy Polaine Student: Isobelle Pover-Leong© # 3293619 Semester 2 October 2010

Strategic Intent “The first job in decision-making is to find the real problem and to define it. Too much time cannot be spent in this phase.”

Peter F. Drucker, The Practice of Management (New York: Harper & Row, Publishers, 1954).

PROJECT PITCH PROJECT CONCEPT Urban journeys made by bicycle transport, recorded to collect in a database to be used in the promotion for cycleway systems their planning and developed in an urban environment. To promote mobility by easy hire, without the need to own and maintain a personal bicycle. Ownership can be the responsibility of a third party such as; local council, commune, private company etc.. Take up by local business and other transport systems such a train/ferry arrivals.

Cycle livery to attract advertising revenues from a diverse group of businesses from leisure, health, community and eco-sustainability.

Technology is delivering navigational systems that are now in common usage and a part of the contemporary urban lifestyle. Made visible online are series of maps and views from distant space to ground level views ‘street views’, where detail of density, fabrication, style, layout, transport systems, population centres and statical information online are easily available to decipher and interpret everything that moves through our urban centres.

Creating an identity that marks out the territory of the cyclist, promotes the App: iGo2, attracts new users as a serious contender to motorised transport. Changes the mind-set from a road hinderance, accident prone nuisance to a pro-active, community service and social interactivity.

• looking at cyclists moving around in their urban environment, where, why, when, duration, journey trace, going to places and rendezvous • plotting and examining the data to improve existing pathways and lobby for an environment constructive to transport systems and personal health and safety • creating smaller localised centres for social support and interaction • promote an online and localised mobility cycle pick-up and exchange • creating and producing an app that can track and trace personal journeys, it logs data for statistical and personal use • creating a web site that is functional, attracts and adds opportunity for; bookings, inter-action blogs, sales, promotion, maintenance, planning, learning about urban/bio environment etc..

PROJECT PLAN > action> organise > lead > control WEEK 1 AUGUST 1 Submission Portfolio Part A for evaluation and approval, define project aims, examine other disciplines required for a team: Web developer, Urban planner, Bicycle retailer, sample existing maps for cycleways, sample bicycle designs, search other systems overseas.

WEEK 2 AUGUST 8 review week 1 > new check list, examine Part A evaluation, review, discussion with Apps iPhone SDK developer, meeting and area of scope, sample questionnaire non cyclists and cyclists WEEK 3 AUGUST 15 review week 2, invent name, register, design a Brand mark and word mark, plan corporate messengers, implement across a communication system, sample bicycle designs, write communication briefs for other collaborators.

WEEK 4 AUGUST 22 review week 3 > new check list, sample an urban environment, plan user abiltiy to prototype GPS system iPhone Apps.

WEEK 5 AUGUST 29 review week 4 > new check list, create test web-site using brand ID and user App download WEEK 6 SEPTEMBER 5 review week 5 > new check list, create test market advertising and promotion livery WEEK 7 SEPTEMBER 12 review week 6 > new check list, sample bicycle pick-up and drop off venues and systems, sample CBD area map WEEK 8 SEPTEMBER 19 review week 7 > new check list, create test web-site using brand ID and user App download WEEK 9 SEPTEMBER 26 review week 8 > new check list, complete web-site interactivity, edit, proof read, test WEEK 13 OCTOBER 23 review week 9 > new check list, complete documentation, edit, proof read, pdf, upload to http:// online.cofa.unsw.edu.au/mcdartdes/base/

Learning contract > delegate > set clear communication tasks > research Objectives • present a cohesive story that uses a variety communication messengers • addresses and presents a transport system that favours a human-powered bicycle • use a variety of visual mediums that best communicate the key strategies; video, photography, graphs, plans, maps, diagrams, web, blog, app to use an interconnectivity of these

Learning strategies • to understand and apply a systematic approach to this concept project • learn the skill of delegation • prepare to evaluate peer feedback that may change • understand digital user technology to a level of 10 weeks experience

Assessment submissions • a working document that presents the evolution and development stages of defining purpose and parameters of an interactive and intuitive application for tracking and logging data for iPhone and iPad, a proposal ready to market iGo2 • brand word and image marks • web page layouts as a method of communicating the overall story and proposal

Assessment criteria • a cohesive communication plan • comprehensive proposal

Concept foundation Excerpt from VIBE Project 3B inspiration for further development; PEDESTRIAN AND CYCLE PATHWAYS Vertical In ground sign Brushed stainless steel White and Black Enameled lettering 3 logos laser cutout, natural light behind Black powder coated addition metal corner, white enamel lettering 2M x 1.6M x 0.10M

1 Northend Entry THE JOURNEY GARDEN There are pathways from North to South, East to West and the perimeter of the garden.

PEDESTRIAN AND CYCLEWAYS Leading to all three Circles from 1 to 3.

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Excerpt from VIBE Project 3B - inspiration for further development; 2D PROMOTION OF THEMED PARK: CYCLE MUDGUARD Cyclists can register online and printout an e-ticket to validate a free mud-guard. Hiring a bike to visit booked online or dialed in by mobile phone.

Fabrication: BIOflex is a durable, white, flexible substrate, weather, tear and fade resistant.

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• Original idea was to develop real estate for the body of the machine, in the form of decorative and custom ordered identity tags, via the internet • Whilst this idea can be a part component in a whole story, it shows in this example, the advertising opportunity and the pick-up and drop off of hire bikes.

Photos: Peter Barwick © 2010 Location: Nestlé, Head Office, Vevey, Switzerland.

Research areas to progress and the search connects, collaborators Apps Developer http://www.mitrais.com/Pages/default.aspx 12th Floor, 1 Pacific Highway, North Sydney, NSW 2060, Australia Tel.: +61 2 9959 1009 http://developer.apple.com/ Dudney B. and Adamson C. iPhone SDK Development, Pragmatic Bookshelf, Dallas Texas 2009 Ministry of Transport Roads Transport Authority Government and Local Council statistics Bicycle retailers Parkland Authorities http://lib-1.lse.ac.uk/library-widgets/ Web designer Graphic designer Fabrication:Bruce Carnie lecturer COFA Sydney Interaction and service designer: Andy Polaine lecturer COFA Berlin Blast Theory - Rider Spoke http://www.blasttheory.co.uk GPS http://www.gpsdrawing.com Nike Plus - http://nikerunning.nike.com http://www.architects-talk.com/2010/07/jan-gehl-talks-about-importance-of.html http://www.gpsdrawing.com/gallery/maps/whh-model.htm