Inner Beauty


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A lecture about graphic design and its sustainable approach, given to Raffle Institute (Bangkok) students in August 2009.

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Inner Beauty

  1. 1. Hello.Wednesday, September 2, 2009
  2. 2. Photography by Hannah DavisWednesday, September 2, 2009
  3. 3. Photography by Aaron Feaver.Wednesday, September 2, 2009
  4. 4. Photography by Aaron Feaver.Wednesday, September 2, 2009
  5. 5. Let’s get started.Wednesday, September 2, 2009
  6. 6. Wednesday, September 2, 2009
  7. 7. Wednesday, September 2, 2009
  8. 8. Wednesday, September 2, 2009
  9. 9. Wednesday, September 2, 2009
  10. 10. Wednesday, September 2, 2009
  11. 11. Wednesday, September 2, 2009
  12. 12. Wednesday, September 2, 2009
  13. 13. Wednesday, September 2, 2009
  14. 14. To conclude, it’s possible to say that We’re now living in a world where design is so powerful yet so invisible we take its superiority for granted.Wednesday, September 2, 2009
  15. 15. Wednesday, September 2, 2009
  16. 16. as Bruce Mau asks it: “Now that we can do anything, What will we do?”Wednesday, September 2, 2009
  17. 17. inner beauty. How to approach Sustainability through Visual Communication Design. A Discourse with Raffle Institutes September 2009Wednesday, September 2, 2009
  18. 18. Wednesday, September 2, 2009
  19. 19. Wednesday, September 2, 2009
  20. 20. Wednesday, September 2, 2009
  21. 21. sustainable design, for me, is: “ Design in which becomes more thoughtful, beyond of what it should serve, but how can it become alive, far beyond its purposes, growing by itself.”Wednesday, September 2, 2009
  22. 22. levels of sustainability: inable Awareness Susta Pr on o i je at c iti tI t In ni tia jec tio Pro n Spread the Words Sust ess aina aren ble Aw Aw ble ar a en in ta es s s Su Proje ct InitiationWednesday, September 2, 2009
  23. 23. 1. sustainable awareness:Wednesday, September 2, 2009
  24. 24. sustainable awareness: Project First Things FirstWednesday, September 2, 2009
  25. 25. sustainable awareness: Project First Things First First Things First 1964 a manifesto signed: We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have Edward Wright persistently been presented to us as the most lucrative, effective and desirable Geoffrey White means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to William Slack sell such things as: cat food, stomach powders, detergent, hair restorer, striped Caroline Rawlence toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, Ian McLaren deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. Sam Lambert By far the greatest effort of those working in the advertising industry are wasted Ivor Kamlish on these trivial purposes, which contribute little or nothing to our national Gerald Jones prosperity. Bernard Higton In common with an increasing number of the general public, we have reached a Brian Grimbly saturation point at which the high pitched scream of consumer selling is no more John Garner than sheer noise. We think that there are other things more worth using our skill Ken Garland and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, Anthony Froshaug television features, scientific and industrial publications and all the other media Robin Fior through which we promote our trade, our education, our culture and our greater Germano Facetti awareness of the world. Ivan Dodd We do not advocate the abolition of high pressure consumer advertising: this is not Harriet Crowder feasible. Nor do we want to take any of the fun out of life. But we are proposing a Anthony Clift reversal of priorities in favour of the more useful and more lasting forms of Gerry Cinamon communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for Robert Chapman worthwhile purposes. With this in mind we propose to share our experience and Ray Carpenter opinions, and to make them available to colleagues, students and others who may be Ken Briggs interested.Wednesday, September 2, 2009
  26. 26. sustainable awareness: Project Academy of the Arts Mastery Book Project solution details Determining the size of the book to minimize waster, Hamlett paid particular attention to the paper selection for Mastery with the environmental impacts of printing 125,000 copies in mind. He chose to print Mastery on Mohawk Options 100% PC. The Mohawk Options line is manufactured entirely with wind-generated electricity and its 100% pcw papers are FSC certified, Green Seal certified and Green-e certified. "The paper had to be high quality to show the students artwork in its best light, but it also had to be the best environmental choice we could get. Printing on uncoated paper is non-traditional so it was a bit of a leap of faith. The results achieved what we had hoped for," says Hamlett.Wednesday, September 2, 2009
  27. 27. sustainable awareness: Project Academy of the Arts Mastery Book Trees saved 935 Pounds/Kgs of water waste saved 2701 Gallons of wastewater flow saved 397357 Pounds/Kgs of solid waste saved 43966 Pounds/Kgs of greenhouse gases prevented 86568 Energy not consumed (in BTUs) 662612400 Air emissions not generated (in BTUs) 44980 Equivalent to planting this number of trees 3040Wednesday, September 2, 2009
  28. 28. sustainable awareness: Project Macbook Packaging DesignWednesday, September 2, 2009
  29. 29. sustainable awareness: Project Macbook Packaging Design The packaging design of the 13-inch MacBook Pro uses corrugated cardboard made from a minimum of 25 percent post-consumer recycled content, and molded fiber made entirely from post-consumer recycled content. In addition, the retail packaging is extremely material efficient, consuming 41 percent less volume than the original MacBook Pro, allowing up to 50 percent more units to fit per shipping container. The following table details the materials used in its packaging.Wednesday, September 2, 2009
  30. 30. sustainable awareness: Project WWF CampaignWednesday, September 2, 2009
  31. 31. sustainable awareness: Project WWF CampaignWednesday, September 2, 2009
  32. 32. 2. project initiation:Wednesday, September 2, 2009
  33. 33. project initiation: Project Freitag The Beginning. Back in 1993, graphic designer brothers Markus and Daniel Freitag were on the lookout for a messenger bag. Zurich citizens worthy of the name travel by bicycle - velo, they call it. When it rains, they get wet. The FREITAG brothers wanted a heavy-duty, functional and water- repellent bag to carry their designs. Inspired by the cheerfully coloured lorries rumbling along the cross-Zurich highway just in front of their flat, they cut a messenger bag out of an old truck tarpaulin. As the carry belt, they used second-hand car seat-belt webbing, while an old bicycle inner tube provided the edging. As luck would have it, their personal need turned into a business which now employs more than 80 people. Since their original messenger bag, the FREITAG brothers have developed and marketed more than 40 bags for women and men. FREITAG products now sell round the globe, in over 300 shops, at our online webshop and in our FREITAG shops in Berlin, Davos, Hamburg, Cologne and Zurich. They continue to be made in Switzerland, beside the cross-city highway which inspired them in 1993.Wednesday, September 2, 2009
  34. 34. project initiation: Project Freitag Every bag is different. FREITAG has been manufacturing bags and accessories for women and men since 1993. Our materials are used, having seen service on the road. They are well-travelled truck tarpaulins, unravelled seat belts, bicycle inner tubes beyond repair, recycled airbags. Tough stuff - which makes our products tough, too. As for us, we are Swiss, which means we are acutely quality-conscious. We apply our recycled materials in a totally new way, insisting on superlative design and functionality. Every FREITAG product is made from original tarpaulins of different colours, markings and contours. So every FREITAG product is a one- off. FREITAG bags are on sale at our online shop, in our FREITAG Flagship Shops (Berlin, Davos, Hamburg, Cologne and Zurich) and in 300 shops round the world.Wednesday, September 2, 2009
  35. 35. project initiation: Project Freitag How is the unique Freitag created? The FREITAG FACTORY in downtown Zurich, Switzerland, used to be a shed belonging to Maag Zahnräder AG (gear systems weighing several tons for ocean-going ships and similar applications). Today a crew of nearly 80 work here, in 2800 square metres of space, in production, logistics and administration in and over the warehouse. FREITAG is proud to be one of the last industrial companies still in production in the city centre. Heres how a used truck tarpaulin turns into a new FREITAG bag.Wednesday, September 2, 2009
  36. 36. project initiation: Project Freitag First, we have to find fine used truck tarpaulins, for which we negotiate with haulage companies Europe-wide. Normally used tarpaulins are costly to dispose of but, for FREITAG, they are an important raw material. As soon as truck tarpaulins are replaced anywhere, we buy up the old ones. The more cheerful the colours, the better. Then the bulky truck tarps must be divided into wearable pieces. Its dirty, heavy, hard work for FREITAG.Wednesday, September 2, 2009
  37. 37. project initiation: Project Freitag Then we wash the pieces in our XXXL washing machines. The humming is hypnotic.Wednesday, September 2, 2009
  38. 38. project initiation: Project Freitag Washed and combed (brushed flat), the tarpaulins are hand-cut around transparent templates using a cutter knife. Our designers use transparent templates because they have to decide which cutting looks best on the future bag. The individual cut-outs are put together, sometimes rearranged, and clipped together. Now they are ready to be made up into a FREITAG bag.Wednesday, September 2, 2009
  39. 39. project initiation: Project Freitag The individual fronts, sides, backs and bottoms are arranged, sometimes rearranged and clipped together. They are now ready to become a bag.Wednesday, September 2, 2009
  40. 40. project initiation: Project Freitag The joined pieces are sent out to sewing workshops selected by FREITAG in Switzerland, France, Portugal and Tunisia. These machinists specialize in seaming our heavy-duty materials.Wednesday, September 2, 2009
  41. 41. project initiation: Project Freitag Finally the made-up product returns to us. We check it, take a photograph (because every one is different) and pack it. Then out it goes into the wide world. All this is the work that goes into your FREITAG bag.Wednesday, September 2, 2009
  42. 42. project initiation: Project FreitagWednesday, September 2, 2009
  43. 43. project initiation: Project CURB. CURB is the worlds first natural media company. We offer a range of highly effective media solutions solely using natural earth elements. We have created a portfolio of unique eco- advertising services and a crack green team of creative experts, to provide clients with outstanding natural marketing which impacts on their target consumer without impacting on the environment. Our natural media has already achieved worldwide coverage and put simply we offer a viable and effective choice for clients and agencies looking to integrate nature into their marketing communications. Our Approach. Why cant a great media solution be sustainable, natural and highly effective? The lack of viable answers to this simple question, is the inspiration for CURB and forms the basis of everything we do. We are committed to only ever using natural earth elements in our media portfolio and providing a range of media which are not only sustainable and effective but can also generate substantial return on investment for our clients. Ultimately we believe that it is not just what you say in your communications but also the medium you use!Wednesday, September 2, 2009
  44. 44. project initiation: Project CURB.Wednesday, September 2, 2009
  45. 45. project initiation: Project CURB. LoGrow. LoGrow is the worlds first truly green eco ad. Our award-winning horticulturalists at CURB have created and developed ingenious ways of re-creating brands and adverts using high quality shrubs, plants, turf and natural elements such as wood and natural stone to create your brand logo in almost any color you can imagine. We can re-create almost any advert or logo in crystal clear quality, which are set in our unique mobile nursery displays. The LoGrow units can be made to any shape and the non perishable elements and display unit itself, are built to last indefinitely. We can also re-plant natural displays as and when required, perpetually changing the natural elements used in the unit for continued maximum impact. The LoGrow display unit has been specifically designed as a mobile life support system for the natural advert, meaning they can be displayed in any indoor environment for up to 8 weeks.Wednesday, September 2, 2009
  46. 46. project initiation: Project CURB.Wednesday, September 2, 2009
  47. 47. project initiation: Project CURB.Wednesday, September 2, 2009
  48. 48. project initiation: Project CURB.Wednesday, September 2, 2009
  49. 49. project initiation: Project CURB.Wednesday, September 2, 2009
  50. 50. project initiation: Project CURB.Wednesday, September 2, 2009
  51. 51. project initiation: Project CURB.Wednesday, September 2, 2009
  52. 52. project initiation: Project CURB.Wednesday, September 2, 2009
  53. 53. project initiation: Project CURB. Sea Tagging. Sea tagging is another one of CURBs new media, and is an ideal solution for raising PR or brand awareness. Sea water is combined with custom-made equipment, and the resultant advert attracts many an onlooker before evaporating back into the hands of mother nature. Having already been utilised in both the UK and US, its ambient format is an excellent way of captivating a crowd, especially with a younger audience. In a similar vein to Clean Advertising, these adverts can be extremely targeted and literally be sprayed at the feet of the ideal demographic - or even on them! In combination with the right message and promotional staff, Sea Tagging can be used as a mobile means of PR, in which passers-by are actively involved with the brand through face-to-face interaction.Wednesday, September 2, 2009
  54. 54. project initiation: Project CURB.Wednesday, September 2, 2009
  55. 55. project initiation: Project CURB.Wednesday, September 2, 2009
  56. 56. project initiation: Project CURB.Wednesday, September 2, 2009
  57. 57. project initiation: Project CURB. Solar Art. This incredible natural media is created using nothing but the power of the suns rays, a magnifying glass and the skill of our artist who is able to burn the most intricate patterns, portraits and logos into wood. Our solar artists at CURB are the best in the world and can literally re- create a stunning solar advert to any size you can imagine. From astounding outdoor billboards to stunning pieces of corporate art, our solar media has to be seen to be believed. Our solar artists can also be commissioned to produce private pieces and have produced work across the world for parties including the new President of the United States of America.Wednesday, September 2, 2009
  58. 58. project initiation: Project CURB.Wednesday, September 2, 2009
  59. 59. project initiation: Project CURB.Wednesday, September 2, 2009
  60. 60. project initiation: Project CURB. Clean Advertising. Clean Advertising is a highly targeted natural media which works by literally cleaning your advert into almost any high footfall urban location. Using custom made equipment we create crystal clear messages by selectively removing dirt, to create a stark contrast between the dirty surface and original as-new colour of the pavement.   Our clean advertising lasts anywhere from 2 to 20 weeks and can be highly targeted around events (CURB has already executed highly successful campaigns around the Ashes and Wimbledon) or toward a specific demographic. In 2009 alone our award winning team have delivered more than 2000 clean ads globally, which is more than any other company. CURB specialises in delivering local and national campaigns seamlessly, as well as generating huge ROI for our clients.Wednesday, September 2, 2009
  61. 61. project initiation: Project CURB.Wednesday, September 2, 2009
  62. 62. project initiation: Project CURB.Wednesday, September 2, 2009
  63. 63. 3. spread the words:Wednesday, September 2, 2009
  64. 64. spread the words: Project Creative for a Cause.orgWednesday, September 2, 2009
  65. 65. spread the words: Project Creative for a Cause.orgWednesday, September 2, 2009
  66. 66. spread the words: Project Global Warming HandbookWednesday, September 2, 2009
  67. 67. spread the words: Project Global Warming HandbookWednesday, September 2, 2009
  68. 68. spread the words: Project Global Warming HandbookWednesday, September 2, 2009
  69. 69. spread the words: Project The Story of Stuff From its extraction through sale, use and disposal, all the stuff in our lives affects communities at home and abroad, yet most of this is hidden from view. The Story of Stuff is a 20-minute, fast-paced, fact- filled look at the underside of our production and consumption patterns. The Story of Stuff exposes the connections between a huge number of environmental and social issues, and calls us together to create a more sustainable and just world. Itll teach you something, itll make you laugh, and it just may change the way you look at all the stuff in your life forever.Wednesday, September 2, 2009
  70. 70. spread the words: Project The Story of StuffWednesday, September 2, 2009
  71. 71. spread the words: Project The Story of StuffWednesday, September 2, 2009
  72. 72. spread the words: Project GAIA GAIA Project. This is a project thesis tackling directly on the issue of global warming. Not only that how can the project raise people’s awareness on the problem, but also how can the project itself become alive and can stay up by itself sustainably.Wednesday, September 2, 2009
  73. 73. spread the words: Project GAIA < 10% of Thai teens > Most of them... The Target Group. The project tries to tackle the majority of teenagers as target group. There are teens interested in the environmental issues, but that is only accounted for less than 10 percent of all Thai teenagers. How can we persuade those teens to become aware on environmental issue such as global warming.Wednesday, September 2, 2009
  74. 74. spread the words: Project GAIA The Strategy. The idea that came up was to employ the form of competition as main strategy in communication.Wednesday, September 2, 2009
  75. 75. spread the words: Project GAIA GAIA the message target supporting group organization The Strategy. Why competition? The chart above answer the question. With competition, all parties related to it are happy. The target group has the possibility to earn reputation and money. The environmental organization, in this stance, the GAIA, benefit by be able to spread its message out to majority of teenagers. Last, the supporting organization, which is where the fund came from, benefit from social-responsibility status.Wednesday, September 2, 2009
  76. 76. spread the words: Project GAIA Example of Competitions in 2008 Q1 Q2 MUSIC LITERATURE FILM FASHION Q3 Q4 The Strategy. Given the nature of the competition, it contains endless possibilities of what kind of competition can be held. Be it music, film, fashion, literature, art, sculpting, etc. The program can be run for many years.Wednesday, September 2, 2009
  77. 77. spread the words: Project GAIAWednesday, September 2, 2009
  78. 78. spread the words: Project GAIAWednesday, September 2, 2009
  79. 79. spread the words: Project GAIAWednesday, September 2, 2009
  80. 80. spread the words: Project GAIAWednesday, September 2, 2009
  81. 81. spread the words: Project GAIA poster corporate the brief registerWednesday, September 2, 2009
  82. 82. spread the words: Project GAIAWednesday, September 2, 2009
  83. 83. Looking forward to your Sustainable mind. Thank you and Have a nice day… Sarun Pinyarat Motion / Graphic Designer be>our>friend studio, September 2, 2009
  84. 84. Q&A session.Wednesday, September 2, 2009