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JUAN M. CORREDOR

Not a Fracking Chance

MFA Thesis


JUAN M. CORREDOR

Not a Fracking Chance

MFA Thesis


DESIGNED BY

Juan Manuel Corredor Website: notafrackingchance.com E-mail: juan.m.corredor.b@gmail.com Contact: (415) 481 7799

ALL RIGHTS RESERVED

Copyright Š2017 Juan Manuel Corredor. 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 Juan Manuel Corredor, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.


Contents 01. INTRODUCTION

02. RESEARCH

03. S T R AT E G I E S

04. DEVELOPMENT

010

030

086

136

CONTEXT

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THE ISSUE

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DESIGN OPPORTUNITIES

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WO R D A S S O C I AT I O N

034

FIRST POSTERS

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A S K I N G Q U E S T I O N S : What is Important

044

CONNEXION MAP

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FIRST SET OF CONNECTIONS

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STAKE HOLDERS

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PERSON TO PERSON

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MID POINT PROPOSAL

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REFINED INSIGHTS

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SURVEY

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ST R AT E GY C H A RT

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V I S UA L SYS T E M

1 1 2

TYPOGRAPHY

1 1 6

C O L O R PA L E T T E

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M AT E R I A L S M AT R I X

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B O O K L E T 0 1 : Hydraulic Fracturing and the Energy Industry

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in the US

B O O K L E T 0 2 : Opposing Fracking: Strategies and Resources for a Local Campaign

163


05. WEB PRESENCE

186

THE WEBSITE

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06. CONCLUSIONS

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A COMMON GROUND

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Introduction

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INTRODUCTION

The United States has seen a rapid development in its economy since the Second World War ended. The economic advantages of harnessing the power of fossil fuels have been a critical aspect of the country’s development towards becoming the most powerful nation on the planet. Nevertheless, this growth was not going to be constantly increasing as predicted but rather stagnated sooner than expected.

Since 1970 the production of oil and gas picked and it has been decreasing since then, meaning that is getting harder and harder to acquire those resources. That being the case, the method of hydraulic fracturing or fracking has gone trough a boom, since it allows reaching new deposits of oil and gas, the former, being quite abundant in the US.

This has sprouted a bit controversy, as this method of extraction could create jobs and boost the economy, but at the same time it could cause irreparable damages to the environment and harm people’s health while not being regulated enough.

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CONTEXT THE UNITED STATES HAS SEEN A RAPID DEVELOPMENT

in their economy after the Second World War ended. The economical advantages of harnessing the power of fossil fuels has been a critical point in the country’s development towards becoming the most powerful nation in the planet. Nevertheless, this growth was not going to be constantly increasing as predicted, but rather stagnated sooner than expected. Since 1970 the production of oil and gas picked and it has been decreasing since then, meaning that is getting harder and harder to acquire those resources. That being the case, the method of hydraulic fracturing or fracking has gone trough a boom, since it allows natural gas to be extracted from deep underground. There have been very optimistic predictions that say the United States will become once again the leader of the world´s energy production. Natural gas is very abundant in deeper layers of the earth and fracking let us get there.


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But everything is not as good as it sounds, apparently

Fracking might not be possible to stop so quick but is

this method of gas extraction has many negative points

not news that the entire world needs to shift to cleaner

in the short, mid and long run. First of all it requires

and sustainable methods. Since the US spends most

tons of nasty chemicals, mixed with millions of gal- of the worlds energy, Its influence is vast but is falling lons of water and sand per operation. It could also be

behind other countries that have started to implement

responsible of earthquakes, contamination of water

new strategies to supply the energy people need to

aquifers and lots of toxic components released to the

live. The idea is to focus on small communities where

air just to mention a few.

fracking might take place or is taking place already

This has generated a big controversy between dif- and create an awareness campaign that could inform ferent groups throughout the nation, like different

people on the matter at hand. There also sectors that

political parties, the industry of energy, the affected

are trying to push laws to regulate fracking activities;

communities, environmentalist and even groups within

getting people to know this cases would increase sup-

the same town. The 2 points are simple: the economic

port and eventually results which could be achieved

benefits are great and different individuals are mak- with a website and print material that will. ing money just by leasing the land where the industry has spotted natural gas; the expectations on the new wells found are seen as the next energy revolution. But the damages to the environment could be permanent, risking air and water. We cant ignore the economy is important for everybody, but also the environment which has been damaged quite a lot already.


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THE ISSUE IS REALLY HARD TO DEFINE WEATHER FRACKING IS some-

Sadly, nobody knows what will happen with the frack-

thing we should avoid or an inevitable necessity. There

ing fluids once underground. Companies claim that

are many scholarly (peer reviewed) journals that both

barely 1% of the whole fluid is left, making the dam-

attack and defend fracking.

age almost imperceptible, others say actually 50% or

Even from a less specialized point of view both posi- more of the liquid remains and corporations have no tions toward fracking are somehow valid in some

obligation on checking what happens over time. It

points and not in others. That being said, is probably

is known that fracking takes place over a mile deep

more important to approach the topic by questioning

but that doesn’t mean that the natural movements of

how to make information more accessible and how to

the rock layers could cause the fracking fluids to get

encourage people to demand transparency from both

closer to healthy soil and water. Due to the lack of

government and corporations.

restrictions that are placed there is a lot left ignored,

Fracking accidents are as common as accidents in any

but the question is, if fracking is so safe why not simply

other industry and that’s one of the points companies

minimize the risks by studying deeply the behavior

use to defend this method, making it look like not a big

of this fluids regardless how big or small?

deal but rather a common event. Near 1000 fracking fluid leaks have been reported in the last years, from leaks originating in the tube where the fluid is pumped to the pools where some of it is stored. This is very worrying as leaks can occur closer to the surface where water aquifers are found, even if deep underground the fluids remain stable, is very hard to determine if the fluids can contaminate if accidents occur, is somehow a matter of randomness risking peoples health.


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It would be safe to assume that the real power of corporations in these cases has to do with the minimum requirements the government demands from them, it varies from one state to the other, but some of them have agreements that practically give away a bunch of advantages and privileges over people’s land. The land is leased, meaning it still belongs to individuals, but there are not clear regulations that make them report everything. They can’t promise there will be no negative consequences, since companies have no legal attachments to be responsible. In other words, the land falls completely in the hands of these institutions with no regard of environmental consequences. More research would be needed to determine how these contracts work with individuals to have an idea on how much is being explained or clarified.


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INTRODUCTION

There are regulations, but they fail to completely

Since fracking became a boom, environmental orga-

control the operations of any energy company. The

nizations, corporations, government and more have

government seems pretty flexible with how waste

been deeply involved in the topic. There have been

is taken care of, which ends up becoming big pools

documentaries, movies and debates. The opinions

of chemicals that will be reused again. This kind of

are polarized in the congress, in a similar way to the

procedure is known to be very expensive.

global warming issue.

When fracking takes place, the traffic and transport

Media is reacting actively for both sides, constantly

of equipment and materials destroys the streets of any

proving the other side wrong, from websites to inter-

towns where it takes place, incriminating noise and

views with experts. It is evident that the average per-

pollution. This issue is of special concern for many

son might be inclined for any side without considering

people who all of the sudden see the landscape of

all the facts, judging any new information based on

their towns completely transformed.

their own bias.

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DESIGN OPPORTUNITIES PEOPLE IS UNAWARE OF WHAT FRACKING REPRESENTS to

out of their reach, for what I assumed there was way

the environment. For the most part, fracking is poorly

mor people could do, but they were just unaware of

understood by most people, is of crucial importance

it. Legally there has to be tools that people can use to

for both energy industry and public, and presents ups

speak up their minds and push change, so if there was

and downs, the people should to know more in order

anything that with graphic design I could improve or

to make more educated decisions.

empower so people new how to use it or at least notices

One of the first reactions some people have towards a topic such as fracking is of indifference and boredom,

its existence, that could be a relevant point to address on this thesis.

environmental issues for the public have become noise

In the past, I have seen a few Youtube channels that

in the background. Even if they agree they exist, It is so

use very interesting graphics to explain complex top-

common to hear about it, that they simply stop being

ics related to astronomy, politics, chemistry and more.

engaged. For many understandable reasons since this

It occur to me that I could use the same resource for

issues involve a lot of politics, economics and contro- this thesis and It would be useful to attract people and versy. Yet, involvement is necessary to avoid a larger

engage more audiences. Specially when you realize

number of undesired outcomes for the average person

how heavy this kind of issues become for the general

that is affected.

public, it was definitely a good idea to not completely

I immediately realize that engagement was one of

serious although is a serious topic.

the problems I needed to address, and graphic design

One of challenges was going to be, to create a visual

could be issued to increase and redirect attention, so I

language that could be used in a serious way without

decided to create a brand that would raise awareness

boring people and retaining their attention.

and spread the word as much as possible. But that wouldn’t be enough. Another of the issues I noticed was that people tend to ignore or avoid paying attention because they feel that their actions have no relevant consequences, they feel decisions on politics and economics are pretty much


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The most important, is to encourage educated discussions without falling into any sort of fanaticism for one’s own views, which is quite common when discussing political views or opinions on how the government handles different matters. I felt this thesis could potentially encounter some opposition since there are very strong arguments on each side, so another of the challenges was to provide information as unbiased as possible, sticking to facts and no feelings. Something particularly hard considering how both sides count with apparently scientific studies on how they are right. What to believe and what not for someone who lacks expertise in a determined field makes everything harder to discern, but the more factual my thesis could be, the better.


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Research

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The first part of the research, involved a broad search of keywords that could be associated with fracking. This exercises would be the starting point to grasp a different number of options to direct the development of the thesis. The idea at the beginning is to count with as many different ideas as possible, trying to step outside of the “obvious” to avoid ignoring viable options that are not as evident to the common sense. Later on, 5 words were chosen that would be the most appropriate to explore even further and find insights that started to slowly shape the course of the process. The semiotic exploration would start by making cards with these words that would be situated in places where the context was appropriate. It was a very experimental and quite fun method that could provide new ideas.

The idea was to find locations around the city that were related to the words, pictures of those words while in those areas were taken. It was necessary to pay attention and be open to even the most irrelevant aspects of this exercise, you never know when something unusually practical can pop out in one’s head.

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“Fracking is a symptom of a much larger problem in our society, an oligarchy a complete separation of people making decisions and those whose lives they affect.” —Helen Slottje Environmental Attorney


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WORDS ASSOCIATION

LAND

Balance

Empower

Public

Fracture

People

Destruction

Teratogenic

Soil

Scam

Opportunities

Drilling

Solid

Money

Economy

Acid

Damage

Regulations

Laws

Evidence

Negligence

Permissions

Ignorance

Formula

Tests

Farms

Protest

Activist

R E SOU RC E S

Rural

People

Renewable

Earth

Water

Health

Break

TOX IC

Methane

Gas

Fossil

Oil

Controversy

Teach

Coal

Benzene

Chemicals

Justice

Waste

E N ERGY

Public

Power

Resistance

Village

Environment

AWA R E N E S S

State

Profit

Rights

Coal

Radioactive

Landscape

Sand


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FIRST POSTERS REGARDLESS OF WHICH TOPIC WAS CHOSEN, IT WAS

chosen for a reason, It has a connection to something we think is important, valuable or needs to be addressed, meaning we have a strong opinion about it and in order to immerse oneself into It, Its crucial to define and describe those reasons. Transforming thoughts into words will create a more tangible idea that will bring more insights to deal with the topic. For that purpose 3 posters were designed to depict an opinion or the relationship with the topic chosen:


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Poster A

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Poster B


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Poster C

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AT THIS STAGE I STARTED TO CHOSE SOME SPECIFIC

Environment related topics are everywhere and some-

elements like visuals and typography. I found Trade

times sounds even clichĂŠ to mention them, which

Gothic to be appropriate, made by Jackson Burke an

makes this kind of topic face a big amount of noise

American type designer, not only could be used to

and lack of interest from most of people. Nevertheless

convey the idea of awareness and a sense of urgency,

climate change is real and needs to be addressed, but

but also to give a American touch to the whole project

more importantly It needs to catch more interest from

since I want to focus my research in the energy issues

the public in general. I believe its outrageous how the

of the United States.

government allows so much and ignores even more,

I started to use plain vector based illustrations to give

and how people and animals get sick from contamina-

the look and feel of infographics to step away from a

tion in their land, the public sometimes fails to react

conventional method of approaching the project, and

because the knowledge on what really happens is

present it in a more dynamic and interesting way.

scarce. People need to feel the urgency that all this

The tons of information and facts this project requires to gather and the nature of a subject like the energy industry and politics could be overwhelming and even boring, so I decided to explore the visual style to develop throughout the project.

represents and have a more active attitude to shift from fossil fuels to sustainable energy.


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ASKING QUESTIONS: What is Important?

USING THE SOCRATIC QUESTIONING METHOD WE

would dive even deeper into research to formulate more insights and establish more parameters. So far the first approaches to visual identity have started to

*Why should people care about fracking? *Do they know what fracking really is? *Would they agree with it if they knew what is about?

bring some results defining part of the elements that *Is fracking really harming the environment? would be most appropriate to communicate our ideas, *How to know which sources of information are more but the focus this time is placed into the conceptual reliable on the topic? nature of the project. Defining priorities in design is *How much corporations are hiding? crucial, and generating questions that are relevant will *Are environmentalists over-reacting in some points? slowly shape new directions and will bring to light *How to assess the benefits vs the damages? more points to consider. The first part brought the following results:

*What are the benefits of fracking? *Are there damages already been caused by fracking? *How long is estimated before the mid-term negative effects take place? *How clean is the process of gas extraction? *Where should the future of America be in terms of energy? *Is natural gas the best there is now? *Is wind, solar and electrical energy not viable right now? *What are the short term negative effects of fracking? *What chemicals are used during the process of fracking? *Are big corporations investing in sustainable energy sources? *If we assume some actually do, how to make more relevant this efforts?


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*How to make sustainable energy profitable?

*Is the government regulating these entities?

*Is the economy nowadays depending a lot on natural gas extraction?

*If not, why is the government not doing so?

*Are people aware of the decisions made by their governors when it comes to allowing gas and oil companies to work at their towns? *How many towns have fracking facilities currently operating? *Are there any conflicts between gas companies and people taking place right now? *How much percentage of Americans are owners of land in the rural areas? *How many have inherited that land for more than a generation?

*Do oil and gas corporations have too many benefits? *If fracking is as safe as they make it look, why is such a controversy to have a deeper look in the subject? *How do corporations deal with people´s inquiries on the matter? *Are they breaking the law somehow? *How do the deals between corporations and individual land owners work? *How corporations approach these individuals? *Which organizations are fighting against fracking? *How successful they have been?

*Wouldn’t those people be against the possibility of their land being destroyed?

*What about organizations outside the U.S.?

*Are we using way too much energy?

*Have they won something?

*Is energy reduction a viable way of approaching this topic?

*Which options are left in areas where fracking has been expelled, if it has happened?

*How do they fight?

*Is it negligence of authorities towards the topic the real issue? *How much people influence the decisions around deals between corporations and government? *Do they take part in those decisions? *How is the congress debating on the subject? *Are democrats and republicans completely polarized like in other scenarios?

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CONNECTIONS MAP: Digging Deeper

AFTER SOME RESEARCH HAS BEEN DONE, NOW THERE is

much more information that needs to be processed, a useful way to do that is to find connections between different aspects of the topic. Finding this relationships will bring new insights and will guide the process to a more refined stage. First is needed to set some limits in order to find camps in which a topic fits better. In the case of Hydraulic Fracturing the most relevant areas I found are:

E C O N O M I C I M PA C T P O L I T I C A L I M PA C T C U LT U R A L I M PA C T E N V I RO N M E N TA L I M PA C T


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CONNECTIONS AFTER SOME RESEARCH HAD BEEN DONE,THERE WAS

a

substantial amount information that needed to be processed. Identifying those connections and displaying them on a map brought new starting points of research and more refined insights, from which the most relevant ones were chosen and explored even further. For that, 18 cards were designed together with visuals to keep exploring different graphic opportunities. I decided to keep the flat graphics and create some new ones, concluding it was the visual identity I wanted to use. I went for something minimalistic and simple trying the achieve the most clarity possible, but more than focus on the graphics at this point I was more concern with the connections.


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SOME CONNECTIONS WERE EASY TO FIGURE OUT OR

ask the land to be leased to them in exchange of tons

evident, there are many things that easily jump to

of money, so right fracking sounds very appealing to

peoples minds when presented a topic of this nature.

some people, some farmers simply choose the money

It has to do with the government, probably with cor- while others have very strong emotional attachments ruption, where their rights are ignored, where certain to their farm, in many cases it was passed down though things are avoided to benefit profit for corporations over

generations. The confrontation between this two parts

practically everything else. This conclusions are almost

within the same communities brings many problems

immediate with no background needed to confirm

to the stability of some towns.

it, but there were other connections made that were rather a little surprising.

Another problem that raises in affected communities is not only the water and air fracking contaminates but

The Environmental Protection Agency (E.P.A) Is

the noise it brings to peaceful and quite towns, people

probably one of the most influential organizations in

intimidatingly feel the disruption. Some people even

within the field of my topic, Its probably one of the first

start to get sick a few months after the first fracking

agencies people think of, for instance, if they wanted

operation takes place, and that happens because the

to pass a formal complain to the government about a

regulations imposed to this activities are quite permis-

damage caused in their land. This authority refers to

sive. To begin with, fracking takes place way to close

itself as trustworthy, but people have found out how

to peoples houses generating the disruption discussed

unreliable they are and how the way they proceed

previously, the transit from trucks loaded with tons of

proves that they place priority to corporate interests.

water and chemicals becomes part of the background,

This finding made me notice that researching about

somehow, reshaping the landscape. The air gets heavier,

other organizations was more than important of what

dirtier, some smells weird smells start to be perceived.

I thought since I wanted d to find how fracking its been

If you are not one of the new millionaires, this change

confronted right now.

in your town would concern you. And when complains

One of the main strengths of fracking is that some

are passed there is little to do, because is legal. This

people willingly let it happen for the profit it brought

lack of regulations exist to give the necessary freedom

to affected communities. In some cases corporations

to the gas industry to do its job. And one understands

take the land having no direct permission from their

this job Its important, the United States is the one of

owners, but in some cases they do, the problem is, aver-

the countries with the most energy expenditure, that

age farmers become millionaires overnight. Gas and oil

energy harvest from the planet allows our lifestyle to


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be what It Is, our entirely society depends on energy to get things going, if were to shut down electricity the entire system would collapse. Is the consequences of harvesting that power with the methods we currently use that will eventually destroy our sources of everything, the water we drink, we air we breath, everything. Since the consequences are so easy to see, the industry has organized a very powerful campaign to deceive people into seeing fracking as harmless. On top of that, claims that fracking is actually bad have been discredited as crazy talk from environmentalist or, political lies from Liberals, who according to their counterpart, the Democrats, Liberals are against any form of energy with no reason behind It. The truth is, fracking is for now a necessary evil that needs to stop gradually, but It needs to be stopped soon. Some research says that the deposits of natural gas are huge in the US and that this method of gas extraction will bring prosperity to the economy, but it seems this hopes are way to positive, not only there is not that much gas, but also, the energy and resources spent in the process will eventually surpassed the energy and resources that are overall extracted, which in simple terms will result into a total loss.

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STAKE HOLDERS any questions and keep enjoying the benefits. There audience, who are the ones who care about this proj- are environmentalist lawyers who have decided to ect? Who is involved?. This step dealt with recogniz- completely side with agencies that protect the envi-

WHAT CAME AT THIS POINT, WAS TO DEFINE AN

ing and defining specific stake holders, people who

ronment, their support is crucial in the fight. Finally

have something to do with the project and people who

we have people with a strong affiliation to either the

despite having something to do, is not appropriate to

two most dominant political parties in the US, the

target them for a number of reasons. This is done to

Conservatives and the Liberals, they most of the time

set limits, to determine how broad the message will be,

blame the other party for the countries issues, most of

by narrowing down the audience is possible to target

the times this dispute leaves out of focus subjects as

with more efficiency the people that might listen and

hydraulic fracturing, they will simply contradict the

therefore crafting a more meaningful message.

other having completely opposite interests. Not neces-

From my research I was able to find 6 different kinds

sarily politicians would be my focus but citizens who

of people, from city cents living in affected areas, from

most support them, their judgment seems to depend

people in the industry and against the industry. Being

too much in the lies from the government.

directly affected townsmen have opposite opinions,

Finally people out in the spectrum of audiences,

there are the people who thinks the profit brought

environmentalist that are too extreme, even to get to

from the gas and oil industry is a good thing, but there

the point in which they rely on illegal actions interfere

are others that despite this fact they simply don’t

with corporate agendas. And people of high ranking

want their land to be contaminated or disrupted, after

within corporations, they are very hard to reach and

generations living there. There are people whose jobs

influence. This two groups, despite having something

depend on the as industry and after the boom in the US

to do with the topic, are outside my focus.

in the last years they have benefited with more money, this kind people rather look the other way, don’t ask


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PERSON TO PERSON SOMETIMES IT IS FORGOTTEN THAT PEOPLE WHO ARE

not familiar with our ideas or approaches are probably going to be our targets, in order to stay on track, we need others feedback. These opinions will give an idea of how the project is being understood, how is interpreted and how people reacts to it. For this purpose the topic or more precisely, what we have build about it was put to a test in front of an audience that had little or no background on it. This was set up as formal conference, like an event, made with all the different steps real events need. Ten people were needed, and to begging with, invitations were designed. Like any other stages of this project the visual language has been refined, but at this point it should be reaching a more cohesive and compact identity, so everything around this event needed to include that visual identity, this way that development will be placed in context for the first time, in front of an audience that has not been exposed to our ideas previously.

Event’s Invitation (Front)


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Event’s Program (Front)

ANOTHER ELEMENT IN THE CREATION OF THIS EVENT

As expected, people had little knowledge on the topic

was the program that indicates how everything was

and were surprised by some of the facts exposed during

planned. It would indicate how the event would develop,

the presentation, just a few of them had some knowl-

is simply a guide to give people something to follow.

edge on fracking, but even the ones that had never heard of it, participated by expressing their concerns.


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Event’s Program (Back)

The ones who were a little familiar with the issue pro- From that point, the most meaningful ideas were colvided very useful insights as that would indicate new

lected to proceed with further research:

starting points of research. But the overall experience allowed to determine how the project was perceived and provided new information in how should it be directed to have a more powerful impact.

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MID POINT PROPOSAL DIFFERENT STEPS RESULTED IN A RICH CONCEPTUAL and

visual exploration, the final step, requires distilling all this parts. There have been connections between ideas, the development of an opinion and direction, identifying an audience, conducting research, finding stake holders, feedback from other people and the design of a unique identity. What fallows is concluding which pieces will make it to the proposal in order to build the message the best way possible. A set of cards was designed to visualize how the narrative was going to be directed. The content was organized to create a story that would explain the thesis proposal. This set included all the parts previously mentioned and through a few iterations it would shape the final product.


RESEARCH

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RESEARCH

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RESEARCH

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Strategies

03


STRATEGIES

89

One of the main points of the conflict resides on the environmental urgencies that fracking might create vs the economical advantages and the availability of the jobs it creates for the middles class of the country. This bring two issues of great emotional impact for different groups, for which is so difficult to avoid heated conversations and decreases the likelihood of a consensus. People’s feelings makes factual information lose value. It is understandable how it gets troublesome to have more people making educated choices to take a direction when any possibility implies not completely based on their feelings towards dismissing valuable information that has valid- the problem. ity, so it became appropriate to focus on clarifying as much information as possible in order

01 | 02 | 03 | 04 | 05 | 06


“Take the time to get it right. There’ll be gas tomorrow night.” —Russel Gold The Boom: How Fracking Ignited the American Energy Revolution and Changed the World.


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FIRST SET OF INSIGHTS INSIGHT 1: ONLY IN AMERICA

The Success of Fracking, it’s lack of supervision.

The entire world is going through a drilling boom, every year, more countries start considering the need to implement fracking, but what makes the U.S. so particularly advanced in this technique in comparison? There are six reasons that place the North Americans in a different level: The regulatory framework has been designed to give too much freedom to the oil and gas industry. A large infrastructure has been built over the years. Transportation, extraction, refinement and more. Water policies does not include fracking as a concern, rather is an exemption to the rules. Property and mineral rights make everything easier for the oil and gas industry, it seems as if they could simply disrupt any territory with no opposition. Expertise in fracking is considerably superior in the U.S. All this developments have made gas and oil, relatively cheap, the price becomes another strong reason fro fracking to boom.


STRATEGIES

93

INSIGHT 2: NARROWING THE SCOPE

A Little of Behavioral Science.

Research has shown that when it comes to persuade people to do stuff, more than rewards like money or ethic concerns like “the right thing to do�, people feel more drawn to act from social pressure. Meaning that by being compared to others, people tend to show more reactions. In this study, a group of participant was asked to turn the lights off at home if they were not using them. After a few days of observations, the ones that were told that their neighbors were saving more electricity showed concern. A similar technique could be used to design a language that people will react to, persuading them to be more active. Another key aspect of behavior, pointed out that people show little interest to address the environmental and energy issues we face nowadays since they feel is out of their field of action. Solutions need to get closer to families and individuals, they need to feel they are relevant and their actions have significant impact, this would require short term/tangible results or in other words achievable goals.

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INSIGHT 3: INFORMATION OVERLOAD Creating valuable content for the common citizen.

Fracking is not new not entirely secret as many studies

Design could be used not only to distill information in

have been run, many accidents have occurred and much

a more digestible way for the common citizen but to

noise has been made supporting and opposing it. The

let the know what are the possibilities to do something

problem for the millions of people that could eventually

about it, who is fighting as well, what are the public

be affected plus many more that are currently being

and private institutions they could potentially trust.

harmed by fracking is the overload of information

Who in politics are siding with the industry and who

available all around the world. America has become the

is confronting it, how are the current state of affairs

guinea pig for some nations that have postponed the

in your area regarding fracking, are you potentially

practice in some cities until having more information

endangered, and more...

on the long term consequences, information that will

Creating this framework that could be digital and

come from the nation with the most experience and

physical would give relevant tools to the people that

time spent using this technique.

are clueless on this subject.

Texas and Pennsylvania have already shown some worrisome symptoms of using fracking, people have reacted and the industry mostly claims they have nothing to do, some are convinced, some are not. To fight all the “bad advertising” the oil and gas industry has lunched documentaries and websites “explaining” or more like counteracting the media that jeopardize their position, creating more noise and confusing people.


STRATEGIES

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INSIGHT 4: ACCESS The Real Battle.

In Haiti, people still cook with charcoal, a very harmful and inefficient way to get energy. After the earthquake, the nation saw a bigger devastation to their infrastructure. Energy poverty is mostly seen in under-developed countries, unlike the industrialized nations who can somehow cushion the impact of global warming (for now), this areas are the most vulnerable. Daniel Schnitzer explains how technology is not going to end the crisis, but rather how the market works to give access to it. Daniel divides it in two categories: Physical Access: Low income households find it hard to reach major centers of commerce, clean energy retailers could provide this products closing the gap with consumers. Financial Access: Green technologies often are expensive to acquire, new distribution models are needed to redirect cash flows directly to green energy products that could be picked up directly by the people. Getting those products / information and providing the tools to act to the people that need it the most, will make the real difference. 01 | 02 | 03 | 04 | 05 | 06


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INSIGHT 5: ENERGY BUBBLE

The reality of a prediction.

The reality is that the government’s long-term forecasts—the ones everyone is relying on to guide our energy policy and planning—are overly optimistic. An exhaustive, county-by-county analysis of the 12 major shale plays in the U.S. concludes that both oil and natural gas production will peak this decade and decline to a small fraction of current production by 2040. The argument of the EIA and UT/BEG that their projections of shale gas production from the plays mentioned in the Nature article are fundamentally similar is untrue, given the publicly available data. The implications of the EIA being wrong on its projections of cheap and abundant gas for decades are considerable, given that investment decisions are now being made based on these projections— including construction of infrastructure, gas-fired generation and even crude oil exports. People could enforce their rejection to fracking knowing these facts, the jobs and economy are important, but even those temporary benefits will decline sooner than expected, working on back up-s already should be a priority.


STRATEGIES

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INSIGHT 6: LOOPHOLES IN LAW

What the government is allowing them.

Companies find their way through the lack of consistent and efficient legislations and regulations, from where to maintain control and freedom to act with no regard of the public. “Halliburton Loophole,” is an exemption for gas drilling and extraction from requirements in the underground injection control (UIC) program of the Safe Drinking Water Act (SDWA). Other exemptions are also present in the Clean Air Act and Clean Water Act. This is probably one of the most shoking facts the most people are unaware of, how exposed water and air are to these chemicals, this useless regulations are mostly protecting the interest of the oils and gas industry. This is one of the first things that would have to change in order to called fracking “truly regulated”. I would also cause many obstacles to the process of extraction and that’s why everything has been manipulated to make things as easy as possible. Distilling this information would be key to increase the rejection of fracking and push “real regulations”.

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INSIGHT 7: DELAYING THE TREAT

What knowledge and people have been able to stop.

Fracking has been successfully delayed in some parts

The industry always attacks this bans, by claiming

of the world, like Tasmania, Scotland, some cities in

they are killing jobs, decreasing economical freedom

Canada and now New York. People all over the world

for no reason and referring to those who oppose it as

have started to show concerns, that have become pro- ignorant, that spread irrational paranoia messing with tests, people speaking out to their governments and

peoples heads. For the knowledgeable ones, this claims

authorities, and that have lead to results.

are empty, but for the majority of people they only see

One of the main reasons being the many non official

a economical boost that is sunk by the craziness of

reports on pollution, earthquakes and more that frack- “liberals/communist�. ing produces, so it has not completely stopped but

New Yorks victory is partly produced by a larger

rather delayed for a few years until more information

number of people familiar with the practice that showed

is available. Hopefully the more information there is,

their disapproval for weeks by protesting and signing

the less likely fracking will be allowed in this areas, or

petitions among many other. This could potentially

in other potential ones.

cause a domino effect where other states or more specifically, the citizens will feel that chances of stopping fracking are higher of what it has expected.


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STRATEGIES

INSIGHT 8: CARCINOGENS

Chemicals skyrocket near fracking sites.

More than 600 harmful chemicals are believed to be

The health effects of living near a fracking site have

involved in fracking, some thing there are way more,

been felt elsewhere. A study published last month by

but many of them are unknown since regulations don’t

researchers from the University of Washington and

make gas companies disclose details on their opera- Yale University found residents within a kilometer of tions. The chemical cocktail specifically, is protected

a well had up to twice the number of health problems

by law as intellectual property making it impossible to

as those living at least 2 kilometers away.

determine 100% the components in the mix. This dangerous cancer-causing chemicals are released

Among those living within a kilometer of the wells, 13 % reported skin problems like irritation, burning,

into the air, according to a new study that further cor- itching and hair loss, and 39% said they had sinus roborates reports of health problems around hydraulic

problems, sore throats, itchy eyes and nose bleeds.

fracturing sites. One of the few that has been identified,

Those living more than 2 kilometers away, by contrast,

is Benzene, know for being extremely toxic, almost 4

reported far fewer symptoms: just 6 percent said they

times stronger than carbon dioxide.

had skin problems, and only 18 percent said they had

According to David Carpenter, director of the Institute

upper respiratory issues.

for Health and the Environment at the University at Albany-State University of New York and lead author of the study, “Cancer has a long latency, so you’re not seeing an elevation in cancer in these communities. But five, 10, 15 years from now, elevation in cancer is almost certain to happen.”

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INSIGHT 9: DOMINO EFFECT

What the state of New York could potentially trigger.

New York’s decision of baning fracking has created hope for other states, many environmental institutions have spoken in favor of on the new legislation. The giant industry might still hold a lot of power, but this victories represent a lot, opening new possibilities in different scales. Colorado, is fighting to keep fracking off the ballot, while voters are pushing for measures at the local level. Proving that the industry is vulnerable when people work together will certainty inspire similar causes around the country. Identifying what was behind this ban and knowing about current conflicts in other states might provide clues on what is working.


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STRATEGIES

INSIGHT 10: WHO? ME?

How familiar are Americans with fracking.

10.6%

Very familiar Somewhat familiar

24.2%

Neither familiar nor unfamiliar Not very familiar

28%

Heard before, but not at all familiar Never heard of it

17.4% 6.9% 12.958 WERE INTERVIEWED Note: much of my population based research was facilitated by Sheril Kirshenbaum director of The Energy Poll at The University of Texas.

12.9% As expected only a small fraction of the population knows what fracking is, while the majority have little or no information whatsoever, making awareness a key aspect of the project. Probably most people are completely clueless if there are toxins in their communities or simply feel completely unrelated. 01 | 02 | 03 | 04 | 05 | 06


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INSIGHT 11: THE ONES THE KNOW

Polarization.

Strongly Opposed

Somewhat Opposed

Somewhat Support

Strongly Support

Undecided / Don’t Know Only a small part of Americans have some knowledge on energy and extraction techniques to get it, this population is divided almost 50/50 in their support or rejection of fracking. The vast majority of people have no idea what it is.


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STRATEGIES

INSIGHT 12: ORDER S-3-05

Goals to hit in California.

California has rightfully earned national and inter- By establishing another California target that would by national acclaim for its leadership to reduce green- 2050, reduce GHG emissions to 80 percent below 1990 house gases (GHGs). We support California’s program.

levels. However, there’s no statute establishing specific

However, we also recognize California’s efforts fall far

requirements to achieve that goal or consequences

short of what’s needed to avoid global warming.

if it’s not achieved. It doesn’t have the force of law.

AB 32 requires the California Air Resources Board

This kind of laws really take all the power away from

to develop regulations to reduce California’s GHGs

the people, despite the good intentions, it sounds like

to 1990 levels by 2020, representing a 25% reduction

everyone should wait till the big guys do something,

statewide. However, to avert catastrophic warming

while significant impact can be achieved if those goals

the world’s scientists have concluded we must reduce

can involve people in their daily lives. How to bring all

GHGs to 80 - 90% below 1990 levels by 2050. Here’s

this to individuals field of action is crucial.

one way that could happen.

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INSIGHT 13: FRACKTIVIST TRAINING

Building a Movement in California.

Environment California, probably the biggest environmental institution in the state been hosting “fracktivist Trainings� across the state, teaching critical campaign skills to everyday Californians who want to get involved in the fight against fracking. From Sacramento to Los Angeles, more than 100 Californians have developed tools to build support for a ban on fracking. Supporting this training would definitely have a positive impact, not to mention that this big institution would support it, graphic design could create a kit for people interested in not only knowing about fracking but in taking a more active position. Researching how this training works would be the beginning to create a product that will make it much more efficient. This anti-fracking movement in California is build day-by-day to make sure decision makers like Governor Jerry Brown get the message loud and clear: not a fracking chance we are letting this happen.


STRATEGIES

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INSIGHT 14: RETHINKING THE TONE

You cant make good beer with bad water.

Stainability has been mentioned so many times, that to the ears of the common citizen it has become noise in the background, only people really into it pay attention, there has to be a more efficient way to reach people. We all know the importance of clean air and water and at the same time, not really, from the point the world is at know, being aware of the severity of the issue is a key component for a sustainable future, severity most people don’t get. One solution could lay in the way the message is directed, in the tone of the conversation. Depending on the audience the message should be crafted in a very compelling way. The campaign “You can’t make good beer with bad water” is a good example, an article explains how breweries require fresh water to give the best quality. It explains how a product so popular that so many people feel some attachment too could be negatively affected for a future with no clean water. The message goes from “clean water is important” that doesn’t resonate much to “we need good water to make good beer” that has a completely different impact. Pretty much everything depends on good water, speaking to people by mentioning how bad water could destroy products they love to consume should be taking in consideration to strengthen the message.

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INSIGHT 15: WHO? ME?

Which of the following best describes your feelings about regulation for hydraulic fracturing? There should be more regulation in place Fracking is already being too regulated by the government

8.7%

42.4%

12%

Current regulations are enough, but needs reinforcement Current regulations are enough Don’t know

21,5%

15,5% 5003 WERE INTERVIEWED Note: much of my population based research was facilitated by Sheril Kirshenbaum director of The Energy Poll at The University of Texas.

This survey was based on people that claim to have knowledge on fracking. Most people seem to be aware on the lack of regulations. But surprisingly more than half don’t see much problem with current state of affairs, ignoring the severity and importance of having better regulations with no loopholes.


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STRATEGIES

INSIGHT 16: WHO? ME?

Who do you trust most to provide accurate, impartial information on hydraulic fracturing? The scientific community

11.5%

6.9% 37.6%

Environmental organizations Oil and gas companies The e.p.a.

6.8%

Universities State regulatory agencies The local government The president

10.7%

The congress Other

10.8% 15.7%

4251 WERE INTERVIEWED Note: much of my population based research was facilitated by Sheril Kirshenbaum director of The Energy Poll at The University of Texas.

Its no surprise that people rather trust “other� than any governmental institution or representatives of the government. Scientific research has mots of peoples trust.

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INSIGHT 17: WHO? ME?

Hydraulic fracturing on public lands…Should be subject to more/less oversight and regulation. Should be subject to less oversight and regulation

20.7%

No opinion / neutral Should be subject to greater oversight and regulation

60.2%

19.1%

3525 WERE INTERVIEWED Note: much of my population based research was facilitated by Sheril Kirshenbaum director of The Energy Poll at The University of Texas.


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STRATEGIES

INSIGHT 18: WHO? ME?

What is your greatest concern regarding hydraulic fracturing? Water contamination Earthquakes Negative effects from the chemicals used in the process Habitat and wildlife loss Air quality / Emissions Increased road traffic Other Not concerned

4251 WERE INTERVIEWED Note: much of my population based research was facilitated by Sheril Kirshenbaum director of The Energy Poll at The University of Texas.

Research shows that the main concern around fracking is the contamination of water, probably being uncovered by many documentaries that show how water catches fire from containing harmful chemicals. Other concerns are not even close in importance but is a small portion of population doesn’t even care. 01 | 02 | 03 | 04 | 05 | 06


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SURVEY ONE OF THE INITIAL STRATEGIES WAS TO COME UP WITH

a series of questions to ask different people about the knowledge on fracking.

How familiar are you with the technique of Hydraulic Fracturing or Fracking?

How important is for the U.S. to step away from fossil fuels like oil and natural gas?

Very knowledgeable

Very Important

Somewhat knowledgeable

Somewhat Important

Heard the term around a few times

Irrelevant

Never heard of it

It should stick with them as long as possible

Should the U.S. export natural gas to other countries?

Do you know how energy is produced?

Yes

Yes

No

No

Unsure

How likely you are to adopt sustainable ways of producing energy in your household?

When you purchase appliances for your home, is a concern the electricity consumption?

I would love to know how

Yes

I could do It, but not really into It

No

Not concerned, not necessary


STRATEGIES

How often do you get news on environment, or stainability related issues?

111

From 1 to 5 how much do you trust the government on addressing the issue of sustainable energy?

Constantly Sometimes Rarely Never Do you think that the energy produced makes up for any environmental hazards. Yes No

Would you modify your home to be more environmentally friendly? Yes Maybe No

01 | 02 | 03 | 04 | 05 | 06


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STRATEGY CHART TO HAVE A MORE CLEAR DIRECTION HOW TO DIRECT THE thesis the following chart presents the three main

observations made about the context of the problem along with possible strategies to engage each point and the potential deliverables that would help reach those goals.

Topic Area

Outcomes

Audience

Fighting against the practice of fracking in California.

Creating awareness on fracking, encouraging rejection of it’s use and contributing to the cause of banning it from the state.

Adults between 21 to 40 years old living in California and environmental institutions within the same state.

INSIGHT 01

Most people show little interest to address the environmental and energy issues we face nowadays since they feel is out of their field of action. Solutions need to get closer to individuals.

STRATEGY 01

Distill, design and present information on fracking in an objective way, to create awareness and show people how to be involved to fight it, individually, as a community or taking part established movements.

DELIVERABLE

A website focused on reveling relevant information on fracking in a objective way, making emphasis on the reality of the context on energy of the US and the urgency to reject fossil fuels and adopt more sustainable behaviors. What is Fracking? Pros/Cons Energy Reality and Projections Infographics

Short Videos Featuring Institutions Relevant News


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STRATEGIES

INSIGHT 02

There is too much information attacking and defending fracking. People are easily confused and deceived, eventually losing interest in the subject.

STRATEGY 02

Provide information on the legal framework and the loopholes the gas and oil industry uses to avoid responsibility. Most people would be amazed on how laws protect that business.

DELIVERABLE

Another section of the same website would deal with the legal stuff, that would be presented in a clear and engaging way to provide information of value to the common citizen unfamiliar with the regulatory framework that supports fracking. Infographics Short videos Loopholes in legislations ( flaws) Current laws being debated

Important laws that should change Pushing people to vote

INSIGHT 03

The regulatory framework in the US allows techniques like fracking to be unchecked. Legislations have to change to address the negative effects of this practice on people’s general well being.

STRATEGY 03

Join forces with big supporters of sustainability and specially against fracking, like Environment California and his training program and create digital and physical material to strengthen their efforts.

DELIVERABLE

A kit of educational material divided in 3 sections: How to individually have impact from your own household, from reducing your own energy consumption to how support causes. How to have impact as community, how you and your neighbors could join forces to share solar power or deal better with waste for instance. How to be involved with other communities and institutions both public and private to direct complains and find possibilities to act against fracking if contamination is spotted in your area. 01 | 02 | 03 | 04 | 05 | 06


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VISUAL SYSTEM Name Not a Fracking Chance

Domain notafrackingchance.com

Main Audience

Secondary Audience

People living in areas where fracking is or might take place.

People outside affected areas who want to learn more about fracking to make up their minds.

Fracking tends to be controversial because It brings both positive and negative effects into a community. There is too much information regarding laws, the economy and politics that average people tend to avoid and have little understanding of. Delivering information that could be easily proceed would contribute to have better and more informed debates.

People from cities usually are very disconnected to what its going on in the rest of the country. They tend to have opinions that regardless of how altruistic they think they are have little to do with the reality of other members of society. I believe making information available could have some impact on the small fraction of the population that is willing to reconsider their views objectively.


STRATEGIES

115

Main Logo

Secondary Logo

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Typography

S2qtr TRADE GOTH IC R E G U L A R

ab cdef ghijklmn o p qr s tu v w x y z A B CDEFGHIJKLMN O P Q RST U V W X Y Z 0123 45 678 9 !?&#$¢£ €¥%‰ ( )*+ @ [ ] { }ßΩ ® ©™≈ «»½¼¾ Ø ≠ π√


119

STRATEGIES

S2qtr TRA DE GOT H I C O B L I Q U E

a b cd efghijklmn o p q rstuv w xyz AB C D EFGHIJKLMN O P Q RSTUVWXYZ 0123456789 !?&#$¢£ €¥%‰( )*+@[ ]{ }ßΩ®©™≈ «»½¼¾Ø≠π√

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Typography

S2qtr TRADE GOTH IC BO L D

ab cd e f g hijk lmn o p q r s tu v w x y z A BCD EFGHIJKLMN O P Q RSTUV W X Y Z 0123456789 !?&#$¢£ € ¥%‰ ( )*+ @[ ] { } ß Ω ® ©™≈ «»½¼¾ Ø ≠ π√


121

STRATEGIES

S2qtr TRA DE GOT H I C BO L D O B L I Q U E

a b cd e fg hij kl m n o p q rs tu vwxyz AB C D EFG HIJ KLM N O P Q RSTUVWXYZ 012345678 9 !?&#$¢£€¥%‰( )*+@[ ] { } ß Ω®©™≈ «»½¼¾ Ø≠π√

01 | 02 | 03 | 04 | 05 | 06


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Typography

S2qtr MERCURY TEXT G 2 R O MAN

abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ 0123456789 !?& #$ ¢ £ ¥ % ‰ ( ) * + @[ ] { }ß Ω ® ©™ ≈ « » ½¼¾Ø π √


123

STRATEGIES

S2qtr M ERC URY T EXT G 2 I TAL I C

abcdefghijklmnopqrstuvwxyz A BCDEFGHIJ K LMNOPQRSTU V W X YZ 0123456789 ! ? & # $ ¢ £ ¥ % ‰ ( )* + @ [ ] { }ß Ω ® ©™ ≈ « » ½ ¼¾Ø π √

01 | 02 | 03 | 04 | 05 | 06


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Typography

S2qtr MERCURY TEXT G 2 BO L D

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ! ?& # $ ¢ £ ¥ % ‰ ( ) * + @[ ] { } ß Ω ® ©™ ≈ « » ½ ¼¾Ø π √


125

STRATEGIES

S2qtr MERCURY TEXT G2 BOLD ITALIC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?&#$¢£¥%‰( )*+@[ ]{ }ßΩ ®©™≈ «»½¼¾Øπ√

01 | 02 | 03 | 04 | 05 | 06


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Color Palette

C=100 R=0 M=30 G=55 Y=0

B=90

K=60

C=0

R=240 M=90 G=65 B=55

Y=85 K=0


129

STRATEGIES

C=100 R=0 M=0 Y=0 K=40

G=118 B=165

C=0 M=0 Y=0

R=130 G=130 B=130

K=60

C=0

R=255 M=30 G=185 B=75

Y=80 K=0

01 | 02 | 03 | 04 | 05 | 06


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MATERIALS MATRIX THE FIRST PART OF THE SET OF DELIVERABLES WILL BE

the creation of a brand that will be recognized as a reliable and trustworthy source of information regarding fracking. The trust on this brand would be enforced by constantly supporting environmental institutions and other stake holders.


STRATEGIES

131

01 | 02 | 03 | 04 | 05 | 06


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MATERIALS MATRIX A WEBSITE, WHICH ONE OF IT’S SECTIONS WILL FOCUS ON

distilling, designing and presenting relevant information on fracking in an objective way. Another section of the same website would deal with the legal stuff, that would be presented in a clear and engaging way to provide information of value to the common citizen unfamiliar with the regulatory framework that supports fracking. HOME

Anti fracking Kit Featured

Main Article (What is Fracking)

Introduction Video

Social Media

A B O U T & C O N TA C T

Contact

Social Media

Full Version Bio

About the Project


133

STRATEGIES

ANTI – FRACKING KIT

Anti – Fracking Kit

NEWS

Documentaries

Environmental Institutions related to the Project

Info on Pushing Laws

RESOURCES

PDF

01 | 02 | 03 | 04 | 05 | 06

Anti fracking Kit Featured

Downloadable PDF’s

Infographics


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MATERIALS MATRIX ANOTHER DELIVERABLE WILL BE A COUPLE OF BOOKS

with information relevant to fracking with some of the information found on the website. The difference is that the books provide more depth and the printed material allows better a assimilation of the content. The set will also include printed versions of the PDF’s also found on the website as a sample. Most of that content is available for download if more quantity is needed. BOOKLET 1

* What is Fracking. * The Political Conflict. * The Social Conflict. * Energy in the U.S. * Renewables.

BOOKLET 2

* Joining Forces with Neighbors. * Finding Authorities in the Subject. * Issuing Complains about Fracking * Know your Rights. * Free Speech. * Getting a Permit. * Civil Disobedience. * Limits to Police Power.


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Development

04


DEVELOPMENT

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Once the deliverables were conceptualize, the next steps involved developing the first spreads of the booklets while defining whether the information proposed in the material matrix would change or remain. Having developed a visual system that was appropriates for the nature of the topic, the development stage was used to implement this language in a cohesive way across the diverse pieces that would make part of the conclusion of the project. Along the process, some information was discarded or moved somewhere else to have a more fluid and understandable narrative , making sure that the research implemented would contribute to the resolution of the

problem at hand. One of the most challenging parts of this stage was picking information that would clarify the issue instead of overwhelming users with too much complexity on an already heavy data project.

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“If we intend to provide a better life, and a better world, for future generations, we can’t ignore the quality of the environment we leave them.” —John Kasich American politician and former television host. 69th and current Governor of Ohio.


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BOOKLET 1 ANOTHER DELIVERABLE WILL BE A COUPLE OF BOOKS

with information relevant to fracking, the current state of the energy industry and how people can individually and as a community contribute to generate change. The first book focusses on the basics of how fracking works and why can potentially be harmful to the environment and to people’s health in affected areas. A specific graphic style is used to illustrate information that would normally be a little more difficult to understand and engage with.


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BOOKLET 2 THE SECOND BOOKLET HAD A DIFFERENT APPROACH,

the focus was to present information to the common individual about how to individually fight fracking back. For example, the book explains the basics of the right of free speech, how to organize a protest and other legal components most people would benefit from knowing in order to organize themselves in the most efficient way to make their voices relevant with the help of their community.

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notafrackingchance.com is the most robust part of this thesis. Here people can get the books previously mentioned by advertising them in most pages. People can also find the latest news on fracking, find protest material that can be printed for free, PDF’s explaining their rights to protest, how to organize one and other pieces of information on how to efficiently communicate with police to avoid misunderstandings by knowing your rights as a citizen. One of the main goals of the website is to provide information to people that could easily be applied to cases were most individuals could make use of it. Many times people don’t understands where the limits are in terms of voicing their opinion, not everything is possible in the name of freedom of speech, specially if it comes down to civil disobedience.

Knowing the boundaries and understanding the rights people have will lay down the best possible scenario for a pacific but impactful demonstration of opinions. Another part of the advertisement of the website was the Instagram account, where constantly updates on the project in general were made for people to follow.

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“A true conservationist is a man who knows that the world is not given by his fathers, but borrowed from his children.� —John James Audubon American ornithologist, naturalist, and painter.


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Developing this project presented a lot of challenges on the ever changing political landscape of the US and the constant new information and studies that would prove or disprove data that was previously considered. The economical agenda of from both sides brings a lot of noise to the table, people really don’t know what or who to believe anymore, they might be more drawn to science, but even studies would present opposite results depending on who conducts them. Is easy to assume that in many cases the results of recent studies presented to the public are influenced by the convenience of the industry, while other media tends to exaggerate or make up out of nowhere the negative effects. Is not to say that they don’t exist, but most people don’t dive into information by themselves,

the rather follow what the group is pushing them to believe. To me this project was became mostly about people reaching their own conclusions by working bot individually and in groups focusing a lot on the options available for them in terms of what they can do and the rights they have.

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A COMMON GROUND ITS EASY TO UNDERSTAND WHY SOMETHING SUCH AS

Fracking is so controversial, nobody wants corporations to dismiss their families health while feeling powerless to act against them. Also many people depend on the jobs that the industry creates to survive, The US Bureau of Labor Statistics (BLS) tracks employment in the Oil & Gas workforce. As of late-2013, the BLS published stats that suggest that just over 500,000 people are currently employed by the industry in the US. This is not by any means a small number of people, if we where able to shut down fossil fuels overnight, there are two obvious issues, what can we efficiently replace them with and what would happen with the people that work for them. Even with a strong renewable energy infrastructure, what about the people? Is there a way to migrate something of their expertise to another industry or is it something that will simply have to be eliminated as times have done in the past. To me, this questions were important, so apart from looking at research on how global warming was developing and based on the latest studies I also try to focus on something neutral and useful for any side of the argument. By that I mean knowing your rights as a citizen, knowing how to voice your opinion, how to organize with other people that share your thoughts, what is the first amendment for etc...


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The controversy has also become more problematic for the recent political events, people have sadly divided more adding more confusion and caring less about facts, each side only cares about the survival of their ideas above the other’s without considering if there is any potential value to such ideas or if there is the possibility of finding common grounds. The most important aspect to preserve is the opportunity to have a dialogue, without that no matter which group wins or loses, the consequences could be catastrophic when only on side dictates what happens to everyone else. For these reasons, the last months of the development of this project focused on providing tools to educate people and gathering sources of information such as documentaries or how to get in touch with environmental institutions to contribute to their cause. Also create material they could use in case they wanted to protest plus videos on how to execute this events to have a positive impact without steeping out of the line. The most valuable outcome that I could expect from this projects is that people find tools to have dialogues since I think the most valuable thing to preserve is freedom of speech above all. In no moment of time any set of ideas should be above being debated, everything should always be target of scrutiny.


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Thank you: I want to thank my parents for their ongoing support throughout this sub-journey in my life and to everyone who somehow contributed to my growth as a professional and overall as a person as well. I also want to say thank you to my instructors for pushing me forward and encouraging me to become a way more proficient designer than I was before beginning all this.


DESIGNED BY

Juan Manuel Corredor notafrackingchance.com juan.m.corredor.b@gmail.com (415) 481 7799

SCHOOL

Academy of Art University The School of Graphic Design 79 New Montgomery Street, San Francisco, California.

INSTRUCTOR

Carolina de Bartolo

T Y P E FA C E S

Trade Gothic Mercury

PRINTED & BOUND BY

Blurb

PA P E R

Proline Uncoated 100 lb. (148 gsm)

S O F T WA R E

Adobe Creative Suite

blurb.com

Adobe Lightroom


N O TA F R AC K I N G C H A N C E . C O M

Not a Fracking Chance | Graphic Design Thesis Process Book  

Not a Fracking Chance is a thesis project that focuses on creating awareness on hydraulic fracturing or Fracking while providing tools to th...

Not a Fracking Chance | Graphic Design Thesis Process Book  

Not a Fracking Chance is a thesis project that focuses on creating awareness on hydraulic fracturing or Fracking while providing tools to th...

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