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Ryan Romanes s3473103

GRAP2280 Comm Design Entrepreneurship

Process


6. Research Topics 8. Braille Light Boxes 10. Interview with Willem Ockhuysen 16. New Zealand Blind Foundation 17. Vision Australia 18. Royal Society for the Blind 20. Class Notes 22. Guide Dogs Victoria Case-study 26. Costs 27. Current Communications 28. Project objectives 30. Problem 31. Answer 32. Activity concept sketch 34. Branding Research 38. Logo Development 46. Branding 48. New Branding Concepts 52. Badges 54. Teeshirts 56. Interface 58. Business Cards 60. Concept 1 Development 62. Typefaces 63. Colors 64. Business Cards and Interface 65. Monogram 66. Donation Investments 68. Social Media Policy 70. Measuring Success 72. Event Locations

Contents 2


74. 50c Project 76. Manifest, Multiple, Manage, Measure 78. Visual Research 80. Jessica Hische 82. Gemma Correll 84. David Olenick 86. Illustration, Ideas and Sketches 91. Idea Generation 92. Products for sale 94. Dia-Badass 96. All the sugar I need 98. A pizza saved my life 99. Sweet young things 100. Online Store 104. YLC Re-brand 106. Icon System 111. Fonts & Colors 112. Brand Guidelines 114 Letterhead 115. Interface 116. Promoting Sales 118. Tracking Sales 120. Purchasing Log 122. Project evaluation

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Research Topics

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one Incredible Edibles Pam Warhurst is the Chair of the Board of the Forestry Commission, which advises on and implements forestry policy in Great Britain. She also co-founded Incredible Edible Todmorden, a local food partnership that encourages community engagement through local growing. Incredible Edible started small, with the planting of a few community herb gardens in Todmorden, and today has spin-offs in the U.S. and Japan. www.incredible-edible-todmorden.co.uk www.ted.com/speakers/pam_warhurst www.ted.com/speakers/ron_finley

two Recycle-a-Bicycle (RAB) Formerly with the advocacy group Transportation Alternatives, Karen began working with them and the Children’s Aid Society in the early 1990s on their after-school programs in the Washington Heights neighborhood of northern Manhattan. “About ninety percent of the population there is Dominican, and many of the kids didn’t speak English well,” she says. “We set up a program where we salvaged discarded bikes, and taught the kids how to restore them. www.Truthatlas.com/sustainability-advocate-creates-recycle-a-bicycle/#sthash.FIg6ZrUQ.dpbs www.vimeo.com/80882637

three Smart-phone App to guide blind Pierluigi Gallo and buddies at the University of Palermo in Italy have come up with an alternative which offers the blind navigational help without any form of audio distraction or the need for GPS. The approach is surprisingly simple and inspired by the famous Greek myth of Ariadne and Theseus. In the story, Theseus volunteers to kill the Minotaur which lives in a labyrinth on the island of Crete. www.good.is/posts/app-turns-smartphone-into-virtual-cane-for-the-blind

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Braille Light Boxes

Willem Ockhuysen is a New Zealand born graphic designer working and living in New York City. He is a recipient of a gold pin at the New Zealand Best Awards for his project Enlight, a typeface that communicates with sighted and non-sighted people.

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I’ve designed light boxes that deal with four of the five human senses, smell, taste, sound and sight. The fifth sense, touch, is expressed with messages that are written in a typeface I designed that can be read by both sighted and non-sighted people. I worked closely with members from the Royal New Zealand Foundation of the Blind to ensure that my typeface would work. The Braille dots in the typeface have been drilled out to allow the light to shine through. For someone blind this makes it easier to find and read as 90% of vision-impaired people can still see light. The kerning appears to be out in the type but is actually correct for the Braille. This is because a couple of the letters use a slightly larger grid in order for the typeface to work correctly. The typeface is intended to provoke curiosity and encourage the sighted to reflect upon challenges faced by others. Most people don’t

realize that one of the greatest struggles blind and visionimpaired people face is isolation. I wanted to investigate ways in which design can contribute to reduce this isolation, and make the world less daunting. Braille is mainly used as an informative means of communication for the blind in public spaces and is often seen as a legal obligation. I see this as a missed opportunity, as Braille has quite an iconic presence as abstract visual and tactile decoration. My solution was to look at communicating to both sighted and non-sighted people in a public space. — Willem Ockhuysen

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INTERVIEW

Were you initially interested in doing a project that catered for the blind, and then narrowed the outcome to the typeface? Or were you always interested in braille, and wanted to do something innovative with it? It actually started with a music focus. I started

some of the music notes made from braille and they actually sounded really interesting. Thats kind of how the project started, I needed to pull that back and find a way I can translate it across into a design project, so the idea of two forms of communication blending into one is where it all started. Then I was playing around with the structure and grids of braille etc and found that when i increased the grid slightly, with a little bit of work, the letters matched up. I was surprised how almost every letter could fit into the grid.

Did you look into any other outcomes for the project?

with looking at hidden communication. Subliminal messages in songs, hidden messages in art etc.

Once I knew I could make every letter thats when

That lead to me looking at a lot of old sheet music.

the project took a big turn. There were a few other

I began breaking down all the elements in the

outcomes. Getting a typeface I was happy with

sheet music and noticed there were similarities in

was the hardest part. I experimented a lot with

the structures and grids between that and braille.

other materials, like smooth and rough tiles, so

The project lead down that path for a while, trying

the braille in the type would be rough and the rest

to translate the music notes into words etc, then

smooth. I have a whole bag of different materials

the other way around, writing messages in braille

that I tried with. I really wanted to have large type

and blending them and disguising them into music

pieces that would stick to the wall, because I

notes so they could be read and also played. I then

thought that would look quite striking. I also tried

got someone that could play the piano to play out

a lot of braille printing. With devices you can buy,

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this heat paper stuff that you print on, and put

limitations helped me a lot to focus my idea a bit

through a heat machine which makes all the black

more and start to shape it into the end project.

ink tactile. I was going down that path for a long time. I was making books, experimenting with the different typefaces and stuff as well. I also was wanting to make public signage in tourist spots that explained the surroundings eg. at Mitre Peak,

Any other interesting/note worthy things you would like to mention?

so a blind person can read the poetic description of the view. Also intended to make people think

So yeah the biggest challenge was making

more about it and appreciate things more.

something that was actually useful, that followed the strict guidelines for being legible, could be

Did you conduct interviews and experiments with the blind?

read by both sighted and blind and could translate to an interesting design project. I loved doing all the research along the way, but I was always worried how I can make it an interesting design project. As for actually making the light boxes, this

I talked a lot with a few people in the blind

took a lot of experimenting to get right as well. I

community. The Royal NZ Foundation of the Blind

built everything my self, including all the lighting

were also a big help and sent me a lot of braille

tubes inside the boxes. They were made in two

pieces. I also found out that a second cousin

parts that fit seamlessly together so they could

of mine who I had never met before, was blind.

be displayed anywhere. The braille was precision

She introduced me to a lot of people and I talked

drilled into each piece of black acrylic, then the

with them regularly. So talking to people in the

white ink was printed on top.

community I got some really good feedback. Something that kept coming up in conversations was the feeling of isolation. So that was a big motivator for the direction of the project too.

What was the biggest obstruction in finding an answer to you project?

Last bit of advise? My main piece of advice from this would be to talk to the people in the community a lot. Find someone you can run your ideas past, and don’t be afraid to let the project grow along the way. I had no idea where it was going to end up, which was quite scary, and the teachers weren’t too

In an article I read about light, it mentioned how

happy about that towards the end, in-fact I almost

a large majority of vision impaired people can still

failed the project at one stage of the year! But I

see light, so thats when I started experimenting

just trusted my gut that I could make something

a lot more. There are also a lot of limitations with

I would be proud of and just kept pushing and

reading braille. Size, spacing etc, so having those

exploring and it all worked out in the end. Better

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than I had hoped even.


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New Zealand Blind Foundation Does your organization Are any universities currently have any faceinvolved in your to-face support for friends organization? and family of those who Yes are recently diagnosed? • Auckland Uni If so could you please • Aut explain? • Canturbury • Otago Yes, families and friends receive info-packs and have access to experienced care-givers. They also have a “local face” — someone in each community who can be contacted in emergencies

Does your organization have any events that aim to empower the blind? Yes, events that happen locally. Technology day. Looking at innovations. Special audio experiences, mostly theatre and music. Equipment display days, showing the blind new items that can assist in day to day tasks. Recreation events. Sailing, book club, dancing, walking, cycling

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What is the most effective way to make a contribution to your organization? Donate directly or sponsor a puppy


Vision Australia

Does your organization Are any universities currently have any faceinvolved in your to-face support for friends organization? and family of those who are Yes but unsure. recently diagnosed? If so could you please explain? What is the most effective Yes. A network that connects family and friends way to make a contribution with other more experience families. Families can to your organization? also connect with other diagnosed blind people who can give advise. Families can also connect with

Donate directly from website

experienced carers

Does your organization have any events that aim to empower the blind? Yes, Carols by Candle Light. An event where blind children have performances around Christmas time. Tickets are sold to raise money. Many blind children are encouraged to learn musical instruments as it helps them advance other sense like touch and sound.

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Royle Society for the Blind • Natural disaster relief warnings Does your organization currently have any faceto-face support for friends Are any universities involved in your and family of those who organization? are recently diagnosed? If so could you please Don’t know specific, but must major explain? universities are involved No, this organization s purely for the blind

Does your organization have any events that aim to empower the blind? Yes, they have many events and grants for the blind who want to proceed with education • Braille training • Employment services • Early school leavers • Work within the society • Puppy education

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Australian

What is the most effective way to make a contribution to your organization? Donate or spread awareness. Become a volunteer


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Class Notes http://www.travellersaid.org.au/news/newsletters-publications/mobility-equipment-hire-fact-sheet https://www.guidedogsvictoria.com.au/contact-us/tours-and-speakers/ https://www.guidedogsvictoria.com.au/support-us/events/pedal-for-pups/ $5.00 per day / $20.00 deposit. Weekend Tasks Create Graphic Design Journal for Entrepreneurship paper Small tips for friends and family Empathy Key tools, and content Talk to the blind and organizations Get some more interesting insights Approach a blind figurehead Ross house, figurehead — organization for blind Concept of independence Distilling our audience — teenagers, uni students blind Speak to the Hub about finding RMIT blind foundation Sharing an awareness. Donation at the end of event Losing trust in people

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How to portray the brand in an authentic worth while experience. Make a questionnaire and short interview at the end of video Try to portray positive experiences Case studies of people experiences Collect statistics Finger maze Write about how it filters into process journal (Look up new technology and make naive interpretations)

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Guide Dogs, Victoria.

As part of our research, out group visited Guide Dogs, Victoria. We were guided around the center by a volunteer and her retired seeing eye dog. This was a valuable insight to the way dogs are trained, and common misconceptions over the visually impaired.

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Braille memorial to past guide dogs

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Courtyard where guide dogs are trained.

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Our guide explained that their biggest focus is awareness, in the aim to gain sponsorship for guide dog training. Each dog cost approximately $35,000. Only 7% of this cost is substituted by the government.

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Example of current communications

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Project Objectives.

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From our research we discovered that families and friends of newly diagnosed blind or visually impaired people can become psychologically distressed and overwhelmed from this new discovery. Friends, families and colleagues within their direct social circle must initially deal with their own feelings and emotions before helping those directly effected.

Utilizing various sense including smell, sound and touch our workshop will have the task of selfguiding blind-folded people from point A to B. The scene could represent a common street setting and contain danger zones such as busy roads or unexpected walls obstructing their path. Audio speakers, smells and textured guidelines may represent these areas.

Although support services are readily available online or over the phone, what lacks is face to face interaction and engagement with what the person is experiencing. In an anti-patronizing way, we intend to create a social experiment that re-creates a setting that a visually impaired person experiences.

In addition to activities, we could provide educational printed matter that directs our audience to further resources in order to guide them in becoming more aware of related events, networks and social connections.

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Problem How to create real awareness to friends and family of new diagnosed visually impaired people.

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Answer Engaging the audience through interactive tasks, that simulate a visually impaired environment.

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Activity Concept sketch

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Branding Research

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Use of singular color and textural ellements to add visual intrigue and tactility to cater to both sighted and non sigted audience.

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Interesting ad campaign by lego, encourages hands online play in a digital age.

Advertising campaign by wimpy south aftrica to let people know they have brialle menus.

Advertising that encourages the learning of braille for a new story book. A clever way to communicate nonsighted imagination in a visual way.

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Benevolent society is a non-profit cancer research brand. Nice use of color that feels positive and vibrant.

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Logo Development

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Branding

Our guide explained that their biggest focus is awareness, in the aim to gain sponsorship for guide dog training. Each dog cost approximately $35,000. Only 7% of this cost is substituted by the government.

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After exploring a range of different names we selected ‘step forward’ as our brand. It communicates in a literal sense; describing the physical aspect of our event. And, on an verbal level; to ‘look forward’ and take the next step in your life, for those affected—in any way—by visual impairment. Our brand was applied to various design applications including; stationary, posters, badges, apparel, video, animation and website. A selected color pallet and bold typography was used to create a memorable visual brand. In addition, an iconographic library was developed in relation to the logo. These symbols can be used interchangeably to suit the context of the message.

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Concept One

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Concept one Development After selecting concept on, we developed the identity Further. Using Willem’s typeface Enlight, we applied the new logo across all of our media. The initial red color was Switched to green, as it has a more optimistic feeling that is inline with our brand.

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a b c d e f g h i j k l m o n p q r s t u v w q y z

Office

abcdefghijklm onpqrstuvwqyz Enlight — Willem Ockhuysen The typeface is intended to provoke curiosity and encourage the sighted to reflect upon challenges faced by others. Most people don’t realise that one of the greatest struggles blind and vision-impaired people face is isolation. I wanted to investigate ways in which design can contribute to reduce this isolation, and make the world less daunting.

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100% CMYK Black

PANTONE 346 Coated

White

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Ryan Romanes C o o r di n a t o r

Home

Speakers

Partners

ABOUT

NEXT EVENTS

A unique event where guests engage in various

Melbourne University

interactive tasks to experience the day-to-

Monash University

day norms of a visually impaired person.

University of Victoria

Read More

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Events

RMIT University Swineburne University

0432280759 ryan@stepforward.com.au www.stepforward.com.au

Contact


Simple business cards were created for the step forward events. These will encourage our audience to follow us on social media or look at our website for upcoming events.

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Donation Investments

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$40 will buy a white cane for someone who is vision impaired $140 will run a puppy class for a litter of Guide Dog puppies $200 will buy a new raised dog bed for the kennels $363 will pay for one new client assessment $430 will buy a talking GPS device to help a vision impaired child to learn to navigate $700 will buy an ergonomic harness for a Guide Dog $1,000 will buy a children’s cooking kit for occupational therapy $5,000 will provide one month’s veterinary care including materials, professional veterinary services, and nursing for our Guide Dogs in training $10,000 will fund six months of educational activities across Victoria to raise awareness amongst health professionals about Guide Dogs Victoria’s services $30,000 will cover the full cost of sponsoring a Guide Dog from birth to working Guide Dog. Each dog takes up to 2 years to train, but the impact each dog will have on someone’s life is priceless.

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Social Media Policy

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The purpose of social media is build an ongoing network that can could potentially attend new events. This is a key marketing tool for charitable events, as it provides a free platform for us to inform and engage with our audience. Those administrating the social media pages should be responsible for what they choose to promote and considering your present, past and future audience. Posting content that is relevant to our cause, positive in its message and easily understandable is important to our online brand presence. Being authentic and original is necessary to engage your existing audience, and to build your network. If their are multiple administrators, sign-off on a status using your initials. This method builds a more personal connection to your brand. Proper grammar and correct spelling is a must. Using jargon or ‘poor english’ can quickly deplete a database, and invalidates the brand professionalism. Common mistakes include: multiple dots (....) between sentences, incorrect use of (your) vs (you’re) or incorrect use of capital letters. Make sure the administrates limit personal opinions and practice good judgment. Be sure to encourage engagement with your audience, this can be through asking questions, creating pools and encouraging ‘shares’ to reach a larger audience. Social media should be limited in the amount you post, generally a minimum of once ever 3 days to a maximum of 3 per day. Your audience may feel ‘spammed’ by excessive posting, this is not intentional by the administrators, but can occur when multiple social media channels are linked i.e. twitter to facebook, or if various administrators are not checking what has been posted that day. Remember to credit work if you are posting content created by people outside of StepForward. This could happen if a photographer was documenting a StepForward event and then we uploaded the photographs.

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Measuring the success

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StepForward is charitable event that aims to spread awareness of challenges the blind and visually impaired face. It is important that these events raise money in order to cover the production costs, with all proceeds going towards the fundraising for guide dog training in your region. The event also aims to empower those affected by the disability, by highlighting adversities that are overcome by a person who is blind. Therefore, the primary objective is raise awareness, empower those affected, educate the general public and change/challenge opinions. Measuring the value of your local event can be conducted in a number of ways. Collecting personal information such as phone numbers, email and home addresses can be used to grow your local network, and inform your audience of future events. Promoting your cause, and measuring your audience through social media networks such as facebook, Instagram, twitter and linkedin will give you a general indication to the ongoing success of your events. Try to encourage the use of hashtags for your regional event. For example, a status could read; Thanks to all of those who attended #StepForwardMelbourne — your attendance was greatly appreciated. Likes, comments and shares will indicate how many of those attendees are plugged into your network. Before conducting an event, propose particular goals that your event aims to meet. This could be measured in the number of attendees, money raised, database growth and personal conversations you have with your audience. Volunteers at the event should be informed of the goals, and should memorize the StepFoward Manifesto in order to change our societies opinions of the visually impaired community.

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Identifying correct event locations

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StepForward aims to engage it’s audience with day-to-day experiences that the visually impaired community face. Identifying an appropriate location is key to the event’s success. Organizers should consider areas of safety, privacy and weather dependency. Events can range from 10 people to 50, so the space should be able to accommodate small and large groups. Ideally there should be a range of spaces in the area, some activities will work best undercover while others needs open areas for the user to experience walking experiments. Areas with tactile pavements, various surfaces and multiple terrain heights are ideal for guiding Cain tours. Popular event spaces include: universities, schools, parks, community centers, event venues, low level residential areas. Spaces to avoid include: busy streets, highly populated cbd areas, stores or restaurants, train stations, bus stations etc.

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Fifty cen Project

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nt

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Manifest Multiple Manage Measure

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Manifest idea In the aim of raising money for a cure to type one diabetes, I have selected Young Leadership Committee - Victoria (YLC). Because I am personally involved with this committee (having a sister and uncle who suffer from this disease), I have an understanding of the audience and a network to sell my product to. To raise money and build awareness I will create a series of humorous but educational illustrations to be applied over postcards, art prints and apparel. While some illustrations will have an obvious correlation to the disease, others will have a generic them to keep the audience wide. YLC X T1D will be branded on the applications so the owner will still feel comfortable supporting the cause, without having a charitable brand plastered over their product. Jessica Hische and Gemma Correll are illustrates I have researched, their style and humor is a good reference for this project.

Multiple the 50cent My 50 cent capital investment will fund the paper cost for the first postcard. Printing initial postcards will be free using my desktop ink jet. The post cards will sell for $7.50 each, A2 prints for $40.00 and jumpers for $60.00. The income from the initial run of postcards will raise funds for more expensive items which will contribute higher profit margins. My initiative will be branded and promoted using social media. The products will be sold in person and through an etsy store. Utilizing existing relationships I will ask friends to blog about my products.

Manage the project To ensure the success of this project I will conduct surveys to narrow a selection of the most popular illustrations, define the product prices further and narrow a target audience. The YLC committee and their facebook audience will be used as a focus group. My sister who works as an economist will help me setup an automated excel sheet to track my ongoing income and expenses. Conversations with my instructors have helped refine the idea, ongoing discussion and reporting will help manage the project.

Measure the success Although the symptoms and causes of type 1 and 2 diabetes differ significantly, the perception and stigma associated with type 2 diabetes continues to effect T1D in a negative light. This is a serious issue when it comes to raising money in the general public. Recently I attended the Juvenile Diabetes Research Foundation (JDRF) gala ball, a charity auction was held and over a quarter of a million dollars was raised in one night. This is why my main objective is to raise awareness and

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Visual Research

Type One Diabetes Memes Looking at existing humor that will resonate with my target audience. The areas is generally non-existent because the disease is affected by such a small group of people.

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Jessica Hische I have identified Jessica Hische as an illustrative model. Her work is all vector based using bold primary colors, with heavy gradients. Hische uses a lot of humor in her illustrations by giving animals human characteristics.

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Vector Illustration is an area which I am familiar with, so this style could easily be incorporated into my proposal. Vector is also a medium that requires little cost, opposed to water color where the artist needs to cover the material cost such as paints, brushes and paper etc.

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Gemma Correll Correll is another artist who’s style and humor translates well to my project. The naivety in her illustrations have a charming quality with a very ‘under-designed’ aesthetic. This is particularly important when working for social causes, as the audience often has a perception that their donations are going to the cost of the artist. Correll’s work is mostly water colors based, which could be challenging in it’s process as I mostly work digitally. For this reason I have just used the humor as a reference. Her use of annotations could also be used in my illustrations.

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David Olenick I selected David Olenick as a reference because of his witty sense of humor. These visual puns really work to get people attention, the joke is communicated quickly and leaves a simple yet satisfying feeling to the audience. Visual puns are great at bringing light heartedness to a comparatively serious subject. This research has given me a clear direction for copy and appropriation.

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Illustration Ideas and Sketchs.

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Idea Generation Before illustrating the various prints I have sketched all of the artworks in my journal. Most of the sketches are not representative of the final aesthetic, but are more focus on the characters, colors and objects in the frame. Beyond this point, the illustrations are made into vector format where they can be easily edited.

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Products for sale.

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Ongoing Illustrations So far I have produced 3 illustrations. Although they’re all vector format, I have tried to create a distinct difference between each illustration. While some heavily reference Type One Diabetes, others are suggestive by clever use of copy. The first illustration “Dia-Badass� is the print that will mostly appeal to other diabetics, while the pizza illustration has wider appeal.

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Online Store In addition to order sheets, I have also created an online store using Society6.com — this platform streamlines the production and payment process by organizing the printing and with e-commerce capabilities. The store also sends out all of the orders automatically at a very cheap price. The store also allows you to set my own profit price. When creating a print, I also have the ability apply the artwork across different media, such as teeshirts, pillows, rugs and hoodies.

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Teeshirts

Framed Art Prints

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Format Options

Stretched Art Prints

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YLC Branding I used a simple excel spreadsheet to keep a record of physical sales, while my Society 6 store sent me continuing updates of sales along the way.

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To extend the branding I develop a catalogue of symbols to cover the various services and events that the committee hosts. The icons can be used communicatively as buttons on the website or in a more decorative manner, such as the backs of letter heads or as a step and repeat on backdrops. The icons build on the brands visual language, by using common graphic techniques, the icons can be used by the logo or alone. Using the vibrancy of the cobolt blue, the thick stroke and opening around the shape, the icons remain cohesive.

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YLC Cocktail Nights.

YLC Speaker Series.

YLC Type 1 Tasting.

YLC Movie Nights.

YLC Lecture Series.

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YLC Shared Voices.

YLC Cure Research.

YLC Type 1D Statistics

YLC JDRF Gala Ball.

YLC Type 1D Tips. 109


YLC National Events.

YLC Insiders News.

YLC Search Website.

YLC Researcher Interviews.

YLC Coffee Series. 110


Cobalt Blue R 0, G 32, B 194.

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= SAME SIZE

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= SAME SIZE

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To whom it may concern.

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Aquaesequi omniscimos escia asit unt utatur, officatio venderi busaperum audisquos dendam ipsum hariaep erspici res et repe rehenda acestio torro eaqui sint vel eni voloreperrum fugit hillis ea volorpor aut anitia commoloresed quateceped quia idebiti issequi dit magnatem. Itatiun tiumqua erectur as molupta tumqui cuptatur aut ut destotatque voluptas excepelibus aperiam dolendisit, sum que verum simille ndanditatur? Edis magnisqui quuntur? Accusae poribus ciatem qui coreste ommolup tatquis ab ipsa quissitasi omnis prehenis cum quatur rernam recum volent in plit recum reptatur?

Aquaesequi omniscimos escia asit unt utatur, officatio venderi busaperum audisquos dendam ipsum hariaep erspici res et repe rehenda acestio torro eaqui sint vel eni voloreperrum fugit hillis ea volorpor aut anitia commoloresed quateceped quia idebiti issequi dit magnatem. Itatiun tiumqua erectur as molupta tumqui cuptatur aut ut destotatque voluptas excepelibus aperiam dolendisit, sum que verum simille ndanditatur?

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DANIELLE ROMANES PRESIDENT

04 32280759 Danielle@ylcvictoria.com.au www.ylcvictoria.com.au

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Promoting Sales

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YLC Young Leadership Committee for Type One Diabetes has been my main resource for promoting sales for my project. Using their existing database has provided a startup audience that are indicative of my target audience. The Committee have allowed me to use their social media to promote my sales. Facebook Facebook has been utilized as a tool to extend product sales. I have used both my personal profile and the YLC committee page to promote my society6 store. Using the existing YLC database to tap into my target market has been a huge advantage. Twitter I have asked all of family and friends to share my project on their twitter accounts using the hashtag #T1DYLC. This has also been valuable to the YLC committee as it has grown their own database. Instagram Although I don’t use Instagram myself, this has been a great tool in reaching a greater audience. I have asked people who have purchased the prints to share them own Instagram. People have taken photos of themselves wearing teeshirts, displaying their prints and showing their postcards, with addition of their own personal annotations on the photo descriptions. Word of mouth I made a conscious effort to promote the sale of my products but informing every potential buyer in my target audience. After the initial phase of introducing my idea, word of mouth had got around and I was able to make few sales through recommendations of friends and previous buyers.

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Tracking Sales Order Sheet For those who are less computer able, would like to make a bigger order, or want detailed information on products I have created an order sheet. I created these towards the end of the project so they were used far less than the online store. But in the future I would like to distribute them around offices or other small businesses that relate to my cause.

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YLC Founded in May 2013, YLC Victoria is a group of young professionals committed to raising awareness of type 1 diabetes and raising money for the Juvenile Diabetes Research Fund. JDRF is the only global organisation with a strategic plan to progressively remove the impact of T1D from people’s lives and find a cure.

CAUSE YLC has collaborated with graphic desinger and illustrator Ryan Romanes to produce a range of Type 1 Diabetes artworks. The collection consists of teeshirts, postcards and posters using T1D tounge-and-cheek humor. Items are produce at point of order, so to purchase any of the items please complete a form.

SELECT ARTWORK, MEDIA AND RUN

A pizza saved my life.

POSTCARD (A5 SIZED)

All the sugar I need.

POSTCARD (A5 SIZED)

POSTER A4, A3,

A2,

A1

TEESHIRT MALE XS, S,

M,

L,

XL

FEMALE XS, S,

M,

L,

XL

Amount

POSTER A4, A3,

Type 1 Dia-Badass

POSTCARD (A5 SIZED)

A2,

A1

POSTER A4, A3,

A2,

A1

Amount

Amount

POSTERS A4 = $10.00 A3 = $15.00 A2 = $35.00 A1 = $50.00

TEESHIRTS ALL SIZES $35.00 (INCLUDING DELIVERY)

PRICE LIST POSTCARDS, ONE SIZE (A5) $5.00 EACH

DELIVERY ADDRESS STREET ADDRESS

SUBURB & CITY

STATE & POSTAL CODE

NAME

SIGN

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Society6 I received monthly updates from my society6 store, from this point I have inserted the sales into a spreadsheet. The spreadsheet shows the buyer, item, design, run, date, sale type and profit. I have only listed the profit mark as all orders were sold at a higher price to cover production costs. Order Sheets Simple order-sheets were designed for buyer wanting bulk orders. This was to encourage larger quantities of sales, and for those not confident with online sales. I had only one order-sheet sale, because of the large order it was worth while. For future sales I will hand them around in workplaces or clubs. The order-sheet also includes pictures of the products for sale, along with all of the information they may need.

Cash Sales All of the postcards were cash sales. This was because the online store didn’t have the option for postcard prints, and people wanted the postcard on the spot. Because of their lower cost, it was less of an investment to print an expected sale quantity in advance.

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Buyer

Item

Design

Run

Date

Sale

Profit

Danielle Romanes

Postcard

1

1

1/5/14

Cash

$5.00

Jo & Mike Romanes

Postcard

3

10

1/5/14

Order-sheet

$50.00

Jacky Romanes

Postcard

3

1

1/5/14

Cash

$5.00

Ash Biffra

Postcard

2

1

1/5/14

Cash

$5.00

Natalia Sampaio

Postcard

2

1

1/5/14

Cash

$5.00

Maria Smyth

Postcard

1

3

1/5/14

Cash

$15.00

Karlie Belletty

Poster

3

1

4/5/14

Society6

$15.00

Lewis Whittington

Poster

3

1

5/5/14

Society6

$10.00

Craig Hunter

Postcard

2

1

7/5/14

Cash

$5.00

Alice Halpin

Postcard

2

2

9/5/14

Cash

$10.00

Beverly Romanes

Postcard

1, 2, 3

3

12/5/14

Cash

$15.00

Haidee Farrant

Poster

3

1

18/5/14

Society6

$15.00

Eleanor Hughes

Teeshirt

1

1

18/5/14

Society6

$22.00

Morgahna Godwin

Postcard

1, 2

4

20/5/14

Cash

$20.00

Alice Lo

Postcard

1

2

20/5/14

Cash

$20.00

Cameron Gray

Poster

1

1

22/5/14

Society6

$15.00

Alicia Stewart

Postcard

2

2

24/5/14

Cash

$10.00

Vinesh Kumar

Poster

1

1

25/5/14

Society6

$15.00

Luke Jenkins

Postcard

2

2

26/5/14

Cash

$10.00

Laura Counsell

Postcard

1, 2, 3,

3

27/5/14

Cash

$15.00

Haylie Gray

Postcard

1, 2

4

27/5/14

Cash

$20.00

Ben Astwood

Postcard

3

1

29/5/14

Cash

$5.00

Hannah Obrien

Poster

3

1

30/5/14

Society6

$10.00

Ryan Romanes (me)

Poster

3

1

30/5/14

Society6

$20.00

Total profit

$337.00

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Project Evaluation

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Manifest The idea developed in numerous ways since it’s conception. After going through the process of idea generation, design, production and selling; there were aspects of the cause that were holding back sales. For this reason it was necessary to re-brand my social cause. Since the new logo and various graphic components were applied across the identity, sales increased dramatically. I encouraged the committee members to invite their friends to follow the YLC facebook and twitter pages, in doing so we attracted over 400 new followers, benefiting my sales and the committee’s database. Previously friends had been encouraged to join but the previous branding may have affected the brands professionalism. Multiple Using the 50c investment as the first postcard print cost was a very effective way to multiple the income. Each postcard generated $5 profit. This meant I could produce 10 more postcards, the next 10 postcard sales could produce 50 more and so on. Because all of the other sales were online via society6, I didn’t require any production costs, as the store included production and sending prices. The closing balance was $337.00, I will continue to sell the posters, teeshirts, singlets and cushion covers through society6 because the platform is self sustaining. My only requirement is to promote the page and create new artworks as time progresses. Manage the project Managing the project was the most difficult part of this project. In particular, tracking the sales and managing the production costs. The online store was very efficient in organizing these costs, but there was no way of tracking the sales until the end of the month, which combined all of the product purchases into an automated email. The money raised is then deposited into my paypal account, in order to retrieve this money I need to process it into my bank account. Unfortunately I was unaware the account was still linked to and overseas account so there were multiple transaction costs before the money made it into my Australian account. This is an issue which has been rectified and will not pose an issue in the future.

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Measure This project has been very successful and personally rewarding. Raising awareness to a cause that is close to me has given me a greater appreciation for the design profession, and has inspired me to use my skills in a wider context outside of a commercial practice. I am able to measure the success through calculating my net profits and database growth. Attracting over 400 new follows to the YLC social media platforms has given the committee a bigger networks for future events and projects. The new YLC identity has developed the committee’s brand to a higher and more professional standard. Introducing the committee to this kind of fundraising technique has also informed the group of other fundraising techniques. Although the generous donations and financial support benefits my cause in an unmeasurable way, my primary objective was to raise awareness and educate people of the disease. I would have liked to pull a greater focus on the disease, but realized that the negative associations affected the sales.

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Future Developments I would like to develop this project in the future by transitioning my design role to a project manager. Using the rich source of talent amongst my creative network, I aim to collaborate with artists, illustrators, typographers and designers to produce a wide range of creative products. Opening the creative input will also help to build a larger database for the network. For growth to naturally and successfully happen, I will need to place certain parameters and briefs that the various collaborators could work from. This could include: • A design brief • Explain benefits • Manage money more effectively • Educate creatives of the disease • Create website to give the creatives exposure • Cohesive documents that collates all information • Branding for the cause (name, identity, strategy)

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Look upstairs speaker notes, AGIdeas.

At this conference I listened to over 40 speakers, and took notes from those that were relevant to my topics. Most of the content is just key words so I could do later research. I found this the best way to keep track of the presentation will continuing to stimulate my own ideas.

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John Bielenberg

127


Robbie Wells Jason Hutchinson

128


Greg More

129


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Gittoes & Dalton Productions Giuseppe


Studio Roosegaarde

131


132

Kent Sneddon


Marie Velonaki

133


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Kelo Kubo


Keb Carbone

135


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Process Journal