Inner Beauty

Hello.

Wednesday, September 2, 2009

Photography by
Hannah Davis


Photography by
Aaron Feaver.


Let’s get started.


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.


as Bruce Mau asks it:

“Now that we can do anything,
What will we do?”


inner beauty.
How to approach Sustainability
through Visual Communication Design.

A Discourse with Rafﬂe Institutes
September 2009


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.”


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 Initiation


1.
sustainable
awareness:


sustainable
awareness:

Project
First Things First


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.


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 student's
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.


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
3040


sustainable
awareness:

Project
Macbook
Packaging Design


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.


sustainable
awareness:

Project
WWF Campaign


2.
project
initiation:


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.


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.


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. Here's how a used truck tarpaulin turns into a new FREITAG bag.


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. It's dirty, heavy, hard work for FREITAG.


project
initiation:

Project
Freitag

Then we wash the pieces in our XXXL washing machines. The humming is hypnotic.


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.


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.


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.


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.


project
initiation:

Project
Freitag


project
initiation:

Project
CURB.

CURB is the world's 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 can't 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!


project
initiation:

Project
CURB.


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.


project
initiation:

Project
CURB.

Sea Tagging.

Sea tagging is another one of CURB's 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, it's 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.


project
initiation:

Project
CURB.

Solar Art.

This incredible natural media is created using nothing but the power of
the sun's 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.


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.


3.
spread the
words:


spread the
words:

Project
Creative for
a Cause.org


spread the
words:

Project
Global Warming
Handbook


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. It'll teach you something, it'll
make you laugh, and it just may change the way you look at all the
stuff in your life forever.


spread the
words:

Project
The Story of Stuff


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.


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.


spread the
words:

Project
GAIA

The Strategy.

The idea that came up was to employ the form of competition as main
strategy in communication.


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.


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.


spread the
words:

Project
GAIA


spread the
words:

Project
GAIA
poster
corporate

the brief register


Looking forward to your
Sustainable mind.

Thank you and
Have a nice day…

Sarun Pinyarat

Motion / Graphic Designer
be>our>friend studio

www.beourfriend.org
beourfriend.top@gmail.com


Q&A session.


Inner Beauty

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Inner Beauty