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Parsons The New School for Design Design and Management BBA Program Research and Development Advanced Methods Associate Professor in Design Strategies: Robert Rabinovitz Students: Ray Chen, Joy Kim, Jaeyun Kim, Melanie Gayeon Yu


Introduction

Table of Content introduction

imprint

identify

investigate

ideate

implement

meet our team

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initial brainstorm

33

factory farming

47

mission statement

75

how does it work

111

about imprint

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food production

37

ethical issues

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eating habits

77

system map

113

logo

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animal rights

39

culture studies

51

case studies

83

sketches

115

system map

15

solution statement

87

final deliverable

123

problem statement

17

demographics

89

future goals

145

schedule

19

target customers

95

sources

153

design process

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personas

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Introduction Meet Our Team

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RAY CHEN

JOY KIM

JAE KIM

MELANIE YU

Design Director

Marketing Strategy Director

Research Analyst

Project Director

Ray Chen is the Design Director at Imprint Consulting Group. Obtaining her Bachelors of Business Administration from Parsons the New School for Design, she was recruited as the Creative Director of With & Wessel. After staying with the company for three years, she reconnected with her former classmates to create Imprint and bring her vision of design to the team.

Joy Kim is the Director of Marketing Strategy at Imprint Consulting Group. Graduating from Parsons the New School for Design, she teamed up with her classmates to create Imprint to tackle needs and solutions regarding social media, social impact and social good. Before co-founding Imprint, she gained her knowledge of marketing and strategy through her experience as Director of Special Events at MTV Networks, where she still freelances as needed.

Jae Kim is the research analyst for Imprint Consulting Group. He graduated from Parsons the New School for Design, working and interning at Ralph Lauren for their new business venture department. Jae was brought on as a new addition to Imprint Consulting Group for his ability to collect, analyze and visualize valuable data.

Melanie Yu is the Project Director at Imprint Consulting Group. After graduating from Parsons the New School for Design, she went on to work for Dianne von Furstenberg as a project manager in new product development. She was approached by Joy Kim and Ray Chen to bring her experience in project management to Imprint consulting group to assist with their social media, social impact and social good vision.


Introduction About imprint

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ABOUT IMPRINT Imprint Consulting Group is a full service lifestyle consulting firm

with offices in New York, Chicago and Los Angeles. Founded in 2012 by Ray Chen, Joy Kim, Jaeyun Kim and Melanie Yu, Imprint strives to provide sustainable, innovative solutions that have the ability to alter social good, social media and social impact.

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Introduction Logo: Sketches

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Initial sketches: Campaign name and logo

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IMPRINT Initial sketches: Company name and logo


Introduction Logo: Final: Company

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Introduction Logo: Final: Campaign

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Introduction System Map

CHICAGO 15 LIVING SOCIAL

CITIES

SYSTEM MAP

LOS ANGELES BLUEPRINT PUBLIC NEW YORK

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BETTER WORLD

COMPANIES PEPSI CO

WEBSITE

SQUARE ONE INITIAL

NIKE

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PARTNERS

NAKED JUICE

GOVERNMENT

GRADING SYSTEM

SCOUTMOB GILT CITY


Introduction Problem Statement

PROBLEM STATEMENT The days where humans lived primarily on scavenging and hunting for their foods are long gone. The earliest humans specialized in creating tools such as fishing nets, hooks and arrows in order to sustain their lifestyle with the nutrients necessary to survive. Farmers would harvest their crop, providing themselves with a localized, healthy lifestyle. Fast forward through the popularization of the agricultural and industrial revolution and we see ourselves in a society where mass consumption and planned obsolescence is the core of our culture. From hormone injections, crowded living conditions and disease, factory farming has become the norm to the food industry. Factory farming is an attitude that disregards the treatment of animals and instead view them as commodities exploited for profits. This thinking has led to institutionalized animal cruelty, environmental and resource depletion and human and animal health risks. Large United States factory farms refuse to uphold USDA and OSHA standards leading to unsanitary conditions and violations regarding the treatment of animals. Animals are constantly enduring torture, abuse and mutilation without mercy from producers. We believe that there is an ethical solution to living a sustainable, cruelty free life. We strive to create public awareness that represents a community that does not tolerate factory farm abuse. Although organizations such as PETA and ASPCA have fought hard to create awareness to the public, they have gone unnoticed and have been ineffective. Therefore, there is a need to stop cruelty inflicted upon animals. Square One hopes to achieve that goal through innovative campagins, services and products.

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Introduction

MAJOR MILESTONES

MINOR MILESTONES

Logo Sketch PRESENTATION

Design Process Research Initial Layout

Project Schedule

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DETAILS Outline Color Name for process Design Colors Statistics Frids Color pallete

SPRING BREAK

Finalize

Final decisions

DRAFT 1

Finalize B&W Copy

Logo Layout

RESEARCH

Field Research

Online Surveys Interviews

IDEATE

Analyze Data

Surveys/interviews Data Visualizations

IDEATE

Brainstorm

IMPLEMENT

Solution Sketch

IMPLEMENT

Finalize

Sketch Design

IMPLEMENT

Book Editing

Layout Content

IMPLEMENT

Book Binding

Send to print

PRESENTATION

2 Versions

Possible solitions Implementation Physical Digital

Long book Short presentation

3/7

3/14

3/21

3/28

4/4

4/11 4/18

4/25

5/2

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Introduction Design Process

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Design Process

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Introduction Design Process: Inspiration

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Introduction Design Process: Sketches

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Brainstorm all possible steps for design process.

Group names selected based on the companies mission.

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Final decision making for design process and descriptions for each step within the design process.


Introduction Design Process: Final

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identify

investigate ideate

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Identify a problem that affects social good, social impact and social media.

Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.

Implementation is the process in which we deliver our service from the project stage into our consumer’s lives. Through branding, packaging and marketing, we strive to deliver appropriate and tangible strategies that create growth in business and market desirability through multiple touch points.

Ideating is the process for generating new product and service concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services.


Introduction

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Identify

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IDENTIFY Identify a problem that affects social good, social impact and social media.

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In order to understand the various problems surrounding social media, social impact and social good, it was crucial to comprehend the problems that played an impact on society and culture. Through individual and group brainstorms and sketches, we focused on social and political issues in current society, such as technology, gender roles and animal rights and ethics. Consistent research showed a great need of finding a solution for creating awareness on animal rights and ethics, which was our final topic.


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Brainstorm: Initial

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Imprint team did initial sketches of brainstorms based on major social and political issues in current society. Sketches are created by group members individually.

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Brainstorm: Initial

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Brainstorm: Food Production

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Brainstorming based on food production industry in the US.

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Brainstorm: Human/ Animal Rights

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From the brainstorm about the food production industry, Imprint Group discovered that animal rights is the catalyst to this problem.

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Introduction

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Investigate

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INVESTIGATE Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.

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After choosing animal rights and ethics as our final topic, we felt it was necessary to have an understanding on factory farming, animal rights and ethics as a whole, as well as how different cultures view the issue. We focused on religion, laws and norms within the industry of the Chinese, Indian, Jewish and American communities.

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Ask the experimenters why they experiment on animals, and the answer is: “Because the animals are like us.” Ask the experimenters why it is morally okay to experiment on animals, and the answer is: “Because the animals are not like us.” Animal experimentation rests on a logical contradiction. Charles R. Magel

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Factory Farming: Overview

FACTORY FARMING : OVERVIEW Factory farming is an attitude that disregards the treatment of

animals and instead views them as commodities exploited for profits. The process of factory farming consists of raising livestock in confinement of high densities, where antibiotics and pesticides start the spread of disease. Although factory farming techniques differ from country to country, the debate over the benefits, risks and ethics of these animals stay the same.

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Factory farms typically hold large numbers of cows, pigs, turkeys or chickens that are raised indoors and in crowded living conditions. The goal of the organization is to produce as much meat, poultry, eggs or milk at the lowest possible cost in the shortest amount of time as possible. In order to achieve this, artificial methods, such as antimicrobial agents, vitamin supplements and growth hormones are used to maintain animal health and improve production.

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Factory Farming: Ethical Issues

ETHICAL ISSUES

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The ethical issues surrounding factory farming are the large

concentration of animals, animal waste and the potential for dead animals. The business revolves around a perfect, uncontrolled supply and demand enterprise. The methods used to sustain this are cruel to animals, often resulting in torture, abuse and mutilation. Furthermore, animals are forced into crowded situations, drugged and often performed surgery on. Chicks are debeaked when very young and pigs develop joint pain due to lack of exercise. In addition to having a health impact on animals, humans are affected as well. Workers of these slaughterhouses develop acute and chronic lung disease, skeletal injuries and catch infections that are being transmitted from animals to human beings. Pesticides are often used to prevent product losses, however when they make their way into consumers’ bodies, they can cause health problems. In addition, environmental destruction results from these farms, when animal waste is improperly recycled producing large quantities and concentrations of waste.

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Factory farming is a controversial topic, having both its advantages and disadvantages, but the facts are clear. Not only are these animals suffering to fit the norms of our society that so often consists of overindulgence and planned obsolescence, but our health, environment and resources are also at risk. By adhering to an cruelty free farm, these issues have the ability to be resolved.

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Culture Studies: Introduction

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Culture Studies

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Culture Studies: China

China

As of 2006, there were no laws in China governing acts of cruelty to

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animals. In certain jurisdictions such as Fuzhou, dog control officers may kill any unaccompanied dogs on sight. However, the People’s Republic of China is currently in the process of making changes to its stray-dog population laws in the capital city, Beijing. Mr. Zheng Gang who is the director of the Internal and Judicial Committee which comes under the Beijing Municipal People’s Congress (BMPC), supports the new draft of the Beijing Municipal Regulation on Dogs from the local government. This new law is due to replace the current Beijing Municipal Regulation on Dog Ownership, introduced in 1889. The current regulation talks of “strictly” limiting dog ownership and controlling the number of dogs in the city. The new draft focuses instead on “strict management and combining restrictions with management.”There are no government supported charitable organizations like the RSPCA, which monitors the cases on animal cruelty, so that all kinds of animal abuses, such as to fish, tigers, and bears, are to be reported for law enforcement and animal welfare.

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Culture Studies: China

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These animals have been suffering from birth, really. Once they’re born they go into this industry. And straight away the trainers are starting to brutalize them to make them to do these tricks…. We saw some of the training of the younger animals; they were continually hit to make sure they learnt these tricks so that when they’re out in the performance ring they perform them to the best standard. David Neale

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Culture Studies: India

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INDIAN CULTURE India is a large country that is developing at a very fast pace. India

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supports 15% of the world’s population, ranking in as a country with the 2nd largest population in the world. India has diverse ethnic groups and varieties of religions. Two main religions in India are Hinduism and Islam; about 80% of the population are Hindus but India is also the home of more than 138 million Muslims, which accounts for one of the world’s largest Muslim populations . Both religions follow a specific and strict dietary laws and have distinct view of animal ethics.


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Culture Studies: India: Religion

INDIAN RELIGION Hinduism: The doctrine of ahimsa leads Hindus to treat animals

well, especially cows, which are very sacred to Hindus. There are numerous religious paintings depicting cows as a god, as very valuable creatures. For that reason, killing cows is banned in India and no Hindu would eat any beef products out of respect for cows. Hindus in general are strict vegetarians; often restrict themselves from consuming meat, fish, poultry and eggs.

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Islam: Under the Qur’an, Muslims believe that animals must be treated with kindness and compassion; and that animals exist for the benefit of the human beings. Muslims are instructed to avoid treating animals cruelly such as overworking the animals and factory farming...etc. Muslims are allowed to hunt animals for food as long as animals are killed humanely and killed according to the Islamic slaughter rules.

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Culture Studies: India: Dietary Regulations

INDIAN DIET There are many specific rules in the Islamic slaughter regulations, which shows that under Islamic laws, animals must be treated ethically. For example, under Islamic slaughter rules, animals must be well treated before being killed and animals must not see other animals being killed..etc. Also, the animal must be killed by cutting the throat with the single continuous back and forth motion of a sharp knife. The cut must sever at least three of the trachea, oesophagus, and the two blood vessels on either side of the throat. These rules accommodate animals well as much as they can, and cause the animals least amount of pain.

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Muslims follow a strict dietary regulations, as eating is a matter of faith in Islam. All practicing Muslim believers obey God by eating the allowed foods (halal) and avoiding the forbidden foods (haram) which are mentioned in the Qur’an. For example, Muslims strictly don’t eat pork because it is God’s word in the Qur’an. Other forbidden items includes gelatin, blood, any food or drink with alcohol in it and any meat that is not slaughtered in the prescribed Islamic way...etc.

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Culture Studies: Jewish: Kosher

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KOSHER FOODS Kosher foods fall under the regulations of the Jewish religion. The 11

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definition of kosher states that there are regulations on certain foods that is fit or allowed to be eaten. In order to be classified as ‘kosher,’ meat and poultry must be slaughtered in a correct ritual manner. Additionally, if the animal dies a natural death, it is not considered kosher and all blood must be removed from the animal before consumption.


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Culture Studies: Jewish: Slaughterhouse Controversy

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SLAUGHTERHOUSES Although Orthodox Jews has extremely strict regulations on what

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is considered kosher and non-kosher, there have been controversies surrounding Agriprocessors, the world’s largest kosher slaughterhouse. It was revealed in 2004, when PETA investigators went undercover, that Agriprocessors had been ignoring the Jewish commitment to the law. A video was shot that broadcasted 300 instances of inhumane slaughter where the cows were shocked with electric prods. Their esophagi and tracheas were ripped from their throats with meat hooks or knives and they were then left in a pile of blood trying to stand up and escape while blood poured from their throats.


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Culture Studies: USA: Overview

THE UNITED STATES The United States is a country with its own unique social and

cultural characteristics, which is made up of a large scale of ethnicity and races. Nevertheless, the cultural norms of mainstream Americans stays consistent within each race.

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The typical American is time conscious, treating it with the utmost importance, viewing time as money. They consider themselves individuals that have full control of their destiny. In the American mind, change is strongly advocated and linked to development, improvement, progress and growth. Americans are also often fascinated by new technology and gadgets. In fact, children ages 10-17 nearly all have access to modern technology. The enthusiasm for computers and the Internet runs deep, across all incomes, regions, races, political ideologies and most age groups. Only older Americans, 60+, seem uninterested in the technological world.

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Culture Studies: USA: Eating Habits

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THE UNITED STATES Due to the American’s ever-growing need to succeed, they are

constantly on the go, opting for fast food that is not nutritious in any way, shape or form. America is considered one of the most obese countries, suffering from diabetes and chronic disease. Nearly a third of Americans are getting their calories from junk foods, being simultaneously overfed and malnourished.

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Recent studies have shown more evidence linking food choice and personal health and the American public is slowly coming to realize that their diets are linked to disease. Keeping this in mind, many Americans have started to understand that eating organic and local foods is the solution to living a healthy lifestyle.

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Ideate

IDEATE Ideating is the process for generating new product and service

concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services. By analyzing Chinese, Indian, Jewish and American cultures, we were able to see how cultural and societal drivers influence the way these communities look at animals and how they are treated. Through our cultural studies, we found that these countries treat animals the way they do because it has been implemented into their lifestyle. By finding this information, we understood that in order to create a sustainable, effective solution, it was imperative to acknowledge and interpret the cultural and societal norms of Americans.

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Square One: Mission Statement

MISSION STATEMENT Square One was created in 2012 by Imprint Consulting Group to inform the public on issues involving animal ethics and cruelty. Initially starting as a campaign, Square One has grown into a resource destination, frequently teaming up with lifestyle and fashion companies to create awareness. Through multiple touch points, Square One is constantly searching for innovative and beneficial ways to reach out to the public.

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Ideate Square One: Background: Food Trends

FOOD TRENDS In a society where obesity and health concerns are growing, many

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people are opting for a local and organic lifestyle. More people in the United States are opting to go vegetarian or vegan when it comes to eating out, which uggests a shift in the way Americans are eating. Because of the growing popularity, restaurants have learned that in order to create loyal customers, it is important to cater to their preferences. Studies have shown that 47% of Americans are trying to reduce their meat consumption and more that 27% of adults are ordering more vegetarian friendly meals. Restaurants understand that adding vegetarian and vegan options to their menu is one of the top strategies for improving business.

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Square One: Background:NYC

NYC BACKGROUND Many New Yorkers are not natives and often move to the state due to job, career or educational opportunities. The New York ‘state of mind’ entails that life is too short and it is imperative to achieve as much as possible without wasting time. Residents are able to juggle attending events, visiting the newest restaurant, lounge or club, while still working to get a promotion at their job. New Yorkers are constantly on the go, often times resulting in an air of arrogance or rudeness.

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Because New Yorkers are constantly multitasking; sending emails while walking, talking on the phone or texting, they are highly reliant on technology, never seen without a Blackberry or iPhone in their hand.It is no surprise that stress is among the biggest symptoms of New Yorkers, with financial concerns being the source of it. Because of the rise in housing costs, along with health and transportation, New Yorkers are constantly looking to save money in any way they can, while still enjoying the luxuries the city has to offer.

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Square One: Background: NYC Eating Habits

NYC EATING HABITS New York City is best known for the exposure to different cultures.

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Because of the major immigration entry into America, the city comprises of people of all different races, cultures and lifestyles. Due to this melting pot, going out to eat is one of the most popular things to do in New York City. These cultural influences drive eating behaviors, as there is an option that caters to everyone’s dieting preference. New Yorkers love to think about where to eat and are constantly on the search for the newest restaurants that will satisfy their hunger for something new. Between January and September of 2010, New Yorkers made more than 10 million visits to over 10,000 restaurants.

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Ideate Square One: Case Studies: Case Study 1: PETA

PETA: KFC KFC suppliers cram birds into huge waste-filled factories, breed and

drug them to grow so large that they can’t even walk, and often break their wings and legs. During slaughter, the birds’ throats are slit and they are dropped into tanks of scalding-hot water—usually while still conscious.

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Roughly 1 billion chickens are killed each year for KFC. KFC lets frustrated factory-farm and slaughterhouse workers handle live birds, resulting in many of the animals being sadistically abused. Animal welfare organizations have asked KFC to take steps to eliminate these abuses, but KFC refuses to do so.

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Square One: Case Studies: Case Study 2: Chipotle

CHIPOTLE: “BACK TO THE START” Chipotle launched a new campaign promoting its stance on

sustainable farming in 2011 through the short animated film that depicts a farmer’s journey to sustainable farming. The film was directed by London-based Johnny Kelly and features a cover of the Coldplay song “The Scientist,” sung by music icon and family farm advocate Willie Nelson. The visually stunning 2 minutes film depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack was commissioned by Chipotle to emphasize the importance of developing a sustainable food system.

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Unlike most anti-factory farming advocate videos that are usually really hard to watch, Chipotle’s “Back to the Start” film handles slaughtering animals and the tough subject of today’s industrial farming reality in an upbeat, entertaining way without showing any gruesome dead animal pictures or slaughter horror stories, while getting the message across very clearly.

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Ideate Square One: Solution Statement

When creating a solution for animal ethics and rights, we

wanted to create a community for our audience that encouraged conversations between people of varying religions, lifestyles and preferences. In order to do so, it was essential to offer a place where an opportunity for constant dialogue was able to take place. Our target consumers are 20-35 years of age and rely heavily on technology and social media sites, such as Facebook, Twitter and Pintrest. They understand the condition of the financial economy and try to save money when possible.

Solution Statement

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By looking at the characteristics of our audience, we were able to find that the best solution would be to connect with them with social media and daily deal sites, such as Scoutmob, Gilt City and Living Social. Through the analysis of various case studies and demographics of daily deal sites, it was apparent that our consumers needed to be given the freedom and option to make a change. By understanding the target audience of Scoutmob, Gilt City and Living Social, we were able to create benefits for our consumers without forcing our opinions and beliefs on them.

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Ideate Square One: Partners: LivingSocial: Demographics

LIVINGSOCIAL LivingSocial is an online source that connects their users to the most interesting experiences and joints at the best local businesses. They offer new offerings everyday from dining options, outings, shows, clothing, etc. LivingSocial requires users to register for their site and purchase deals on the spot that can be redeemed at any time within the expiration date. LivingSocial caters to visitors that are 21-34 and has a high female subscription. Most users have a college degree and the website has a higher percentage of consumers in the East Coast. LivingSocial’s visitors tend to be affluent in technology and rely heavily on the Internet. Additionally, their users are 49% more likely to make $150,000 more than the average American.

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Ideate Square One: Partners: Gilt City: Demographics

GILT CITY Gilt City is a local lifestyle site made from the creators of Gilt

Groupe. Gilt City offers the best deals that a city has to offer, by creating connections and relationships with local businesses. Each sale lasts a week or until sold out and features the most soughtafter restaurants, spas, salons, events, shows, concerts, etc. Gilt City members are required to buy the deal on the site then redeem it within the time period given. Gilt City caters to a luxury lifestyle, targeting to high-end clientele. Shoppers on Gilt City are mostly 25-35 years old, with a high income in the six figures. The demographic consists of 400,000 New York users that do not have any dispensable time. Gilt City understands that their audience lives a busy lifestyle and aims to make shopping a convenient pleasure.

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Ideate Square One: Partners: Scoutmob: Demographics

SCOUTMOB Scoutmob is a daily deal site that stands out in the couponing

industry by providing a mobile solution that delivers deals in a risk free, usable way. Deals are delivered straight through a smartphone application or through text. With Scoutmob, users do not have to wait to redeem their discount and are not required to make the purchase until they are actually at the register and 100% sure that they will be using it. Scoutmob is an innovative approach to consumers and merchants alike. Consumers do not have to commit upfront and can tap into a community that helps them discover their city. Because Scoutmob caters to local businesses, they draw a loyal demographic compared to traditional coupon clippers. The traffic seen on Scoutmob’s website and application are predominantly 18-34 year olds that are college graduates with incomes of over $30,000. It is a niche deal site that caters to locals and is said to be used by ‘hipsters.’

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Ideate Square One: Target: Consumer: Overview

TARGET CONSUMER Square One’s target consumer ranges from ages 20-35. Our

audience is segmented into two groups, 20-27 and 28-35. Our typical consumer for ages 20-27 are young adults that have just started college, graduated college or have recently acquired jobs. These consumers are independent and are finally living “in the real world.” They have complete control over their lives and have the ability to make their own decisions, regardless of parental supervision and the influence of their friends. Our 28-35 year old consumers are people who are getting married, having kids and starting a family. Their main concern is creating a healthy lifestyle for their young kids and teaching them how to treat their body through organic, local and cruelty-free produced foods.

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Both consumer segments know the importance of the concept, “you are what you eat.” They take care of their bodies and make it their first priority to support local farmers and are constantly aware of obtaining a healthy, sustainable lifestyle, from food, products and services. They appreciate the finer things in life, opting to splurge on quality rather than quantity. Nonetheless, being New Yorkers, it is difficult for them to consistently live the way they do, without worrying about the impact it has on their wallets. They rely heavily on technology, social media and daily deal sites to get by.

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Ideate Square One: Target Consumer: Persona 1:Overview

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PERSONA 1: EMILY Emily is a 25 year old recent graduate from NYU’s journalism

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program. Although she graduated a year ago, she found that it was increasingly difficult to find a steady job in the industry. Instead, she decided to pursue her passion of both the food and journalism industry by creating her blog, ieatyoueat.blogspot.com. In order to keep her blog interesting, she is constantly looking for new restaurants that have recently opened, along with rising food trends. Because she does not have a steady income, she is constantly on applications such as LivingSocial. LivingSocial is a great way for her to stay informed about new restaurants. She relies heavily on LivingSocial to get the best deals in the city as possible. Whenever she goes to new restaurants, she loves dragging her friends along so they have the option to taste many different dishes.

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Ideate Square One: Target Consumer: Persona 1: A Day of Life

Emily

Eats lunch with her friends.

Goes to bed.

AM

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Visits a coffee shop near her apartment to work. Emily reads food and lifestyle blogs to stay aware of trends and updates her blog. She also talks to food critics and restaurants about possible endorsements.

Meets up with her friends for happy hour before her event.

Uploads pictures taken throughout the day and at the event and jot notes so she can update her blog.

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Researches new restaurants, hotels, stores, etc.

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Attends a food event for press, restaurants and bloggers that is hosted by LivingSocial.

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Goes to SoulCycle for her spinning class, showers and gets ready for an event.

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9: Leaves her LES apartment and goes to flea and farmers markets to look for any interesting finds. This is where she talks to local farmers about emerging food trends.

Visits local boutiques and vintage stores to find something for an event in the evening.

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AM 00 8: Gets ready

Comes home to drop off her things, respond to emails and get ready to meet her friends for lunch.

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Checks and responds to emails and blog comments.

Wakes up and eats breakfast

Drinks a glass of wine, while watching TV, movies or read.

* [ red boxes] indicate the times each persona may check daily deal sites.

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Ideate Square One: Target Consumer: Persona 2: Overview

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PERSONA 2: CARA Cara is 35 years old and notorious for her old partying ways. During her 20’s, she was the socialite everyone wished they could be. She would never be seen without her fabulous entourage at the hottest clubs and parties. In her late 20’s, she met her future husband, Drew, and decided to end her hard partying ways. They got married when she was 31 and soon after, she gave birth to her daughter Hartley, now 3. When Hartley was born, Cara realized that although she had completely damaged her body through substance abuse, she would do anything to live a long, healthy lifestyle for Hartley while teaching and giving her the nutrition that was necessary. She decided to start eating organically, supporting local farmers as well as cut out eating red meat and poultry after watching Food Inc. and Farm to Fridge. Because New York City is growing in vegan and vegetarian restaurants, she never has a problem choosing a place to eat, however she does find that eating this way has started to play an impact on her wallet. Gilt City helps her to find healthy and affordable restaurants and gyms.

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Ideate Square One: Target Consumer: Persona 2: A Day of Life

Cara

Eats dinner with Hartley and Drew.

Gets Hartley ready for bed and tucks her in.

Goes to bed.

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PM 15 8:

6:

30

PM

9:

7:

00

30

PM

Picks up Hartley from her daycare.

Goes on her computer and researches vegetarian restaurants, send emails to family and friends, etc.

PM

Cara and Drew play with Hartley.

30 5:

15

PM

3: PM 00 1:

Meets her friends at Bergdorf Goodman to eat lunch and shop.

Starts preparing dinner.

5:

30

:0 11 M 0A :0 10

8:

15

AM

9: Leaves her Upper East Side apartment to drop Hartley off.

Goes to Cleo Spa and Salon to get her hair and nails done.

PM

0A

AM 00

30 7: Gets Hartley out of bed and eat breakfast together as a family.

Goes to her yoga class, which she found on Gilt City, showers and gets ready to meet friends.

M

Gets Hartley ready for her daycare, while Drew leaves for work.

AM

Wakes up and cooks breakfast for Hartley and her husband, Drew.

Drinks wine and watches movies or talks with Drew.

* [ red boxes] indicate the times each persona may check daily deal sites.

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Ideate Square One: Target Consumer: Persona 3: Overview

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PERSONA 3: MICK Mick is a 22 year old student, finishing his last year at The Pratt

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Institute in the photography department. He resides in Williamsburg, Brooklyn with three of his friends. He originally came from a small town in Oregon and moved to New York City in 2009 for college. His parents did not approve of his career in the arts, yet he decided to pursue his passion regardless, working part time jobs in order to cover his rent and other expenses. He currently works at Blue Bottle Coffee in Williamsburg as a barista, taking as many shifts as he can. When he gets free time, he loves to bike around the city, taking pictures of anything that inspires him. He loves to visit mom and pop cafes around his neighborhood and is constantly checking Scoutmob to find the best deal. Mick tries to save money in every way possible, from groceries, food, drinks, books and photo material.

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Ideate Square One: Target Consumer: Persona 3: A Day of Life

Mick

Bikes across the Brooklyn Bridge, have a snack and take pictures of the scenery and sunset.

Goes to bed.

M

M

0A

0P

Surfs the internet, responds to emails.

:3 M 0A :0 00

10

:0

0P

M

00

11

8: PM 00 7:

Gets drinks and dinner with his girlfriend, using the deals from Scoutmob.

Watch a TV shows, listen to music, drink a beer.

:0

30

PM 6: PM 45 5:

Picks up his girlfriend from her Lower East Side apartment.

Goes to a local cafe to work on homework.

PM

Walks around Manhattan and takes pictures of people with intriguing fashion and capture moments of emotion.

00

PM PM 00

PM 00 1:

5:

3:

12 AM 00 7:

Go to class.

Walks around the LES to see if there are any new galleries or record stores that he can visit.

00

00

0P :0

00 6: Arrives to work at Blue Bottle Coffee.

Goes to the dark room on campus to print his pictures.

PM

M

AM

Meets his friends for lunch and bikes to school for class.

4:

Wakes up, eats breakfast and gets ready for work.

Makes calls to his family and friends in Oregon and his girlfriend.

* [ red boxes] indicate the times each persona may check daily deal sites.

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Square One: How Does It Work?

HOW DOES IT WORK? Through research, we created Square One, a campaign that

integrates technology, benefits and freedom, while still creating awareness. We team up with local restaurants, lifestyle and hospitality companies that strive to maintain a cruelty free and sustainable way of life. We negotiate deals with these companies, where we can offer our users a discounted meals, clothes or hotel visits. We then take these deals to sites such as ScoutMob, LivingSocial and Gilt City. These daily deal sites post these benefits on their platform, attracting our target consumer. In order to unlock these deals, consumers are required to visit the Square One website, watch a video that is either animated or live footage. Once using the deal at the restuarant, store or hotel, the business associates will provide them with a kit that will contain more information on animal rights along with the background of the Square One campaign. In order to build communication within our users, we aim to create relationships between our campaign and our users at every touch point possible. Square One kits will be available at all New York City farmers markets, flea markets and various other stores that support our cause.

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Square One: System Map

TARGET CONSUMERS

EMILY

LIVINGSOCIAL

CARA

GILT CITY

MICK

SCOUTMOB

WATCH VIDEO 1 DEALS

UNLOCK DEALS

WEBSITE

OR WATCH VIDEO 2

ARTIST COLLABORATIONS

GET MORE INFO GET DEALS

GET KITS SHARE WITH FRIENDS

ALSO AVAILABLE IN STORES 113

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Sketches 115

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Square One: Sketches: Website

Register

Register I Login l Sitemap

Login

Sitemap

Register I Login l Sitemap

Contact Us

Create Account

Name and logo

Square One

About

News

Video

Video

Home

Who Are We

News

Video

We are waiting for Changes

Campaign

Video

Square One

About

Deals

Sign In

Blog

Stay Informed

Watch the vidoe and get dicount codes

Video What Are Animal Rights?

Why they Matter?

How to get discount

News

Name of the Article

Video

Summary of the article

<

Video

Video

Name of Video & a little info

Name of Video & a little info

News

Event

Video

Name of Video & a little info

Video

Name of Video & a little info

Recent Videos

>

Event

Animal Rights

Video Video

Video 1:32

My Life As A Chicken The Life and death of a broiler chicken during 45 days.

Name of the Article Summary of the article

1:58

1:47

2:16

Meet Your Meat

Intensive Daily Farming

Hidden Horrors

See the inside of a modern pork farm and how pork is produced.

See how Americans do daily farming on a massive scale.

Watch the things going on behind the wall of factory farms where your meat comes from.

Name of the Article Summary of the article

Name of the Article Summary of the article

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Animal Right

Video

Follow Us Join Our Newsletter

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Square One: Sketches: Videos

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Square One: Sketches and Inspirations: Kit

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KIT INSPIRATIONS When customers redeem their deals, they will receive a kit from the 43

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business associates. The kit will contain a campaig t-shirt, canvas bag, stickers for kids, bracelets, brochures and recipe cards.

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Final Deliverable 123

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Square One: Final Deliverable: Website: Home Page

Create Account

SQUARE ONE

ABOUT

DEALS

Sign In

STAY INFORMED

BLOG

*Watch the video to unlock deals

Recent Videos

Video

Video 1:32

1:47

2:16

My Life As a Chicken

Meet Your Meat

Intensive Daily Farming

Hidden Horrors

The life and death of a broiler chicken during 45 days.

See the inside of a modern pig farm to see how pork is produced.

See how Americans do daily farming on a massive scale.

Behind the scenes footage of factory farms and where your meat comes from.

CONTACT

Address: 2 West 13th Street, New York, NY, 10011

YOUR NAME

Phone: (212) - 767 - 8768

YOUR EMAIL ADDRESS

Email: info@squareone.com

YOUR MESSAGE

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1:58

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Square One: Final Deliverable: Website: About Us

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Square One: Final Deliverable: Website: About Us

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Square One: Final Deliverable: Website: Deals

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Square One: Final Deliverable: Website: Stay Informed: Chicken

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Square One: Final Deliverable: Website: Stay Informed: Cow

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Square One: Final Deliverable: Website: Stay Informed: Pig

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Square One: Final Deliverables: Website: Mockups

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Square One: Final Deliverables: Videos

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Left to Right: At the moment chickens are born in factories, they are subjected to abuse.

Left to Right: Chickens live in confined and windowless sheds. They are constantly injected with hormones in order to make them gorw faster unnaturally.

Left to Right: Their beaks are cut off and male chicks are killed because they do not have commercial values.

Left to Right: Chickens often die of crippled legs due to their abnormal body weight and stress. The survived ones are slaughtered in an inhumane manner.

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Square One: Final Deliverables: Kit

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Square One: Future Goals

Future Goals 145

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Square One: Future Goals: Short-Term

SHORT-TERM GOAL: 1 -3 YEARS In order to offer the most effective and innovative campaign, Square

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One will only focus on targeting New Yorkers that are 20-35 years old. Because of the sensitivity of the issue, we felt that it was beneficial to truly understand our consumer and find a niche that would accept Square Oneâ&#x20AC;&#x2122;s campaign openly. New York is highly populated in residents that were not born and raised in the city, but rather residents who have moved from other states due to career goals. By creating awareness, we hope that it will create word of mouth to make penetration to new locations easier.

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Square One: Future Goals: Mid-Term

MID-TERM GOAL: 3-7 YEARS Through word of mouth and social media, we hope to expand

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Square Oneâ&#x20AC;&#x2122;s campaign into other major cities in the United States, with the help of Imprint Consulting Group. To do so, we will dive deeper into cultural and societal norms of each city in order to understand what drives them. Additionally, we hope to create a stronger online presence through our website and application by creating a grading system for restaurants that our users have full access to. The grading system will give our consumers the necessary information that is needed to make an easy transition into a healthy, cruelty free lifestyle. Each restaurant that has been graded by Square One will be given a QR Code that can be easily scanned through our mobile application. Once scanned, the Square One user will be able to view information and reviews made by the Square One team on the restaurant. The application will also give users the opportunity to rate and review the restaurant. In addition, our website will have constant online support, where our representatives, available at any time, can answer questions. Furthermore, we will offer forums where our users can discuss any questions or concerns that they might have and share their stories.

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Square One: Future Goals: Long-Term

LONG-TERM GOAL: 7+ YEARS Our long term goal consists of entering new countries that have

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very little knowledge about the issue surrounding animal cruelty and ethics. We will build trust within the community by partnering with animal friendly companies that can be viewed as a reliable source of information. Like we have done in the past, we will strive to learn as much about each country as possible, knowing the cultural and societal drivers to understand how to best target them. After our initial research, we will start to look into incentives that can be made to benefit each country, while making it a smooth transition. Our website will grow to offer a variety of different languages, so our international users can access it easily.

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Square One: Sources: Pictures

1.http://www.corbisimages.com/stock-photo/rights-managed/AX028832/bald-eagle-landing-on-water 2. http://acryforhelprescue.webs.com/planahead.htm 3. http://goatmilk100.blogspot.com/2011/03/star-24-mar-2011.html 4. http://icarly.wikia.com/wiki/Baby_Chicks 5. http://abestworld.com/2012/03/03/worlds-wonder-great-wall-of-china/ 6. http://blog.ctnews.com/woof/2011/04/20/china-dogs-rescue-shows-growing-animal-activism/ 7. http://www.indiatravelblog.net/honeymoon-destinations-in-india/ 8. http://tessaguze.blogspot.com/ 9. http://audreyandthane.wordpress.com/tag/holy-cow/ 10. http://www.echinacities.com/suzhou/city-life/the-great-indian-restaurants-of-suzhou.html 11. http://kumah.org/2008/06/free-food.html 12. http://pearsonstown.blogspot.com/2011/07/for-love-of-farming.html 13. http://www.123rf.com/photo_9228670_caged-chicken.html 14. http://schools.csd509j.net/jefferson/Jeff-school1/Cyberhunts/Cyberhunt%20Statue%20of%20Liberty.htm 15. http://www.chocolateguru.net/september-12th-is-national-milkshake-day/ 16. http://depositphotos.com/5061808/stock-photo-American-Fast-food-style-fresh-french-fries.html 17.http://www.thecupcakeblog.com/tag/ginger/page/2/ 18. http://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/ MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspx 19. http://www.simmerdownfood.com/2009/01/12/curried-brown-rice-salad-with-tempeh/ 20. http://www.usapics.net/empire-state-building-new-york-city-new-york.html 21. http://www.hauteliving.com/2012/03/top-5-five-star-restaurants-in-new-york-city/ 22. http://www.kentuckyfriedcruelty.com/ 23. http://www.awn.com/news/cg/nexus-johnny-kelly-creates-animated-short-chipotle-cultivate-foundation 24. http://eatyourradio.kgnu.org/2010/11/21/healthy-food-for-thanksgiving-ashley/ 25. http://www.immortalhumans.com/combat-chronic-stress-with-exercise/ 26. http://wlccollegefeedback.blog.com/ 27, http://theeconomiccollapseblog.com/archives/college-students-this-is-your-future-high-unemployment-andstudent-loan-hell 28. http://www.choiceamericanetwork.com/Arts/Books/tabid/5114/language/en-US/Default.aspx 29. http://www.freemages.co.uk/browse/photo-998-pile-of-macaroons.html 30. http://www.123rf.com/photo_8726301_white-dress-skipping-girl-in-field-with-flowers-at-sunset.html

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31. http://reachtheschool.com/lets-have-a-cup-of-coffee-leader-to-leader 32. http://rorol.com/tag/mom%20and%20kid 33. http://macaulay.cuny.edu/eportfolios/groupd/samantha-riddell/ 34. http://gastronomichael.blogspot.com/2010/10/visit-to-eatalynew-york.html 35. http://www.yogapractitioner.com/ 36. http://travel.ezinemark.com/seven-man-made-wonders-of-the-usa-773633521faf.html 37. http://bikesnobnyc.blogspot.com/2010/03/bsnyc-product-review-outlier.html 38. http://realelifdesigns.blogspot.com/2011/02/old-pics-of-my-bay-ridge-brooklyn.html 39. http://www.flickr.com/groups/leica_screwmount/discuss/72157605297011522/ 40. http://www.ecobags.com/Canvas-Shopping-Tote-Bag-Recycled-Cotton 41. http://www.treehugger.com/clean-water/kor-one-water-bottles-support-water-causes.html 42. http://www.first-aid-product.com/consumer/kids_first_aid.htm 43. http://www.squidoo.com/Canvas_Bags 44. http://bespokebeauty01.health.officelive.com/Environ.aspx 45.http://comdes2.blogspot.com/2012/01/greg-schobers-animal-pictograms.html 46. http://articles.businessinsider.com/2011-03-09/entertainment/30086808_1_video-production-wise-wordssurveillance-cameras 47. http://www.sodahead.com/united-states/are-americans-still-eating-at-olive-garden-restaurants-you-can-getbreadsticks-anywhere/question-2274115/?link=ibaf&q=&imgurl=http://www.sonofthesouth.net/revolutionary-war/ political/modern-american-flag.jpg 48. http://tipstrategies.com/blog/trends/globalization/

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Square One: Sources: Research

http://thisisnotadvertising.wordpress.com/2011/09/05/chipotle-mexican-grill-back-to-the-start/ http://www.forbes.com/sites/jacquelynsmith/2011/12/20/the-most-unforgettable-ad-campaigns-of-2011/3/ http://www.chipotle.com/en-us/fwi/videos/videos.aspx?v=1 http://www.peta.org/issues/animals-used-for-food/factory-farming.aspx http://www.peta.org/issues/animals-used-for-food/chickens.aspx http://www.peta.org/issues/animals-used-for-clothing/leather-industry.aspx http://www.peta.org/issues/animals-used-for-clothing/global-leather-trade.aspx https://www.cia.gov/library/publications/the-world-factbook/geos/in.html http://www.state.gov/r/pa/ei/bgn/3454.htm http://www.bbc.co.uk/religion/religions/hinduism/ http://www.bbc.co.uk/religion/religions/islam/ http://www.vegsoc.org.au/forum_messages.asp?Thread_ID=2190&Topic_ID=8 http://www.renren.com/262839755#//share/share/262839755?curpage=17&type=2 http://photo.renren.com/photo/269864972/photo-4423422115#/269864972/photo-442343 http://www.huffingtonpost.com/2012/02/21/animal-rights-china-celebrity-activists_n_1290273.html http://www.cbsnews.com/8301-501712_162-57381565/famous-faces-help-boost-animal-rights-in-china/ http://en.wikipedia.org/wiki/Chinese_Animal_Protection_Network http://en.wikipedia.org/wiki/Chinese_Companion_Animal_Protection_Network http://news.change.org/stories/animal-use-and-abuse-statistics-the-shocking-numbers http://www.greenfudge.org/2010/08/28/new-report-exposes-animal-cruelty-in-chinese-circuses/ http://ethelsmith.hubpages.com/hub/More-horror-in-China http://www.biotechnologyonline.gov.au/foodag/timeline.html http://www.peta.org/features/agriprocessors.aspx http://tarhauskielto.fi/investigation-into-fur-farms-in-finland-2011 http://en.wikipedia.org/wiki/Kosher_foods http://www.jewfaq.org/kashrut.htm http://en.wikipedia.org/wiki/Islamic_and_Jewish_dietary_laws_compared http://en.wikipedia.org/wiki/Halal http://en.wikipedia.org/wiki/Cruelty_to_animals http://articles.nydailynews.com/2012-01-01/news/30580054_1_chefs-food-trends-pierre-gagnaire http://www.gettyimages.com/detail/photo/fingerprint-royalty-free-image/78391963 http://www.frogdesign.com/services/process.html http://www.perceptgroup.com/Support/USLifestyles/6groups.aspx

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http://www.npr.org/programs/specials/poll/technology/ http://www.naturalnews.com/001109.html http://www.augsburg.edu/home/education/edc210/norms-values.html http://en.wikipedia.org/wiki/Factory_farming http://en.wikipedia.org/wiki/Hunter-gatherer http://www.naturalnews.com/001109.html http://voices.yahoo.com/eating-vegetarian-trend-178624.html?cat=5 http://www.huffingtonpost.com/kathy-freston/the-changing-tide-of-food_b_855168.html http://newyorkstreetfood.com/25545/top-food-trend-predictions-for-2012/ http://www.bundle.com/article/eating-habits-new-yorkers-what-they-spend-and-where-they-go-fiveborough-breakdown/slide/9/ http://www.tripcart.com/usa-regions/New-York-City,Society-Culture.aspx#Guide||||||||||||| http://isastaffing.com/blog/?p=4063 http://voices.yahoo.com/eating-vegetarian-trend-178624.html?cat=5 http://www.huffingtonpost.com/kathy-freston/the-changing-tide-of-food_b_855168.html http://newyorkstreetfood.com/25545/top-food-trend-predictions-for-2012/ http://bits.blogs.nytimes.com/2011/09/26/is-new-york-a-fertile-breeding-ground-for-start-ups/ http://adgrok.com/new-york-will-always-be-a-tech-backwater-i-dont-care-what-chris-dixon-or-ron-conwayor-paul-graham-say/ http://www.smithsonianmag.com/travel/mytown-newyork.html?c=y&page=2 http://www.apa.org/news/press/releases/stress/stress-new-york-city.aspx http://www.washingtonpost.com/business/capitalbusiness/gilt-city-and-rue-la-la-battle-it-out-fordc/2011/07/25/gIQAHqIhlI_story.html http://techcrunch.com/2010/11/04/survey-says-gilt-city-is-still-a-work-in-progress/ http://www.giltcity.com/company http://sgeye.wordpress.com/2010/10/19/gilt-groupe-provides-customer-demographics/ http://www.quantcast.com/gilt.com# http://jamiedunham.wordpress.com/2011/06/14/marketing-to-women-the-demographics-of-groupon-andliving-social/ http://www.orbitalalliance.com/blog/2011/june/demographic-differences-between-groupon-andlivingsocial.html http://blog.nielsen.com/nielsenwire/online_mobile/deal-me-in-behind-the-bargain-hunting-audiences-oflocal-deal-sites/

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Square One: Sources: Research

http://blog.comscore.com/2011/06/groupon_livingsocial_grabbing.html http://jamiedunham.wordpress.com/2011/06/14/marketing-to-women-the-demographics-of-groupon-and-livingsocial/ http://www.orbitalalliance.com/blog/2011/june/demographic-differences-between-groupon-and-livingsocial. html http://oliverrussell.com/think/ http://thekitchencommunity.com/ http://www.wemakepdx.com/ http://doberman.se/ http://fotobout.com/ http://www.thebestdesigns.com/ http://www.peta.org/issues/animals-used-for-food/chickens.aspx http://www.occupymonsanto360.org/2012/03/10/peru-passes-monumental-ten-year-ban-on-geneticallyengineered-foods/ http://www.sustainabletable.org/media/mediakits/docs/ExecutiveProfile.pdf

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Design Development  

Square One by Imprint Consulting.

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