Almost a decade before I designed and fabricated the limited edition kid's Delta Bear Bag, I was asked to design a time capsule for Delta. As Delta was emerging from bankruptcy, the capsule was to capture the dreams and hopes for the future of the company. I wanted to give every Delta employee and personal time capsule. It was cylinder. Inside they could store physical items. A flash memory card would store video messages, photos, scans of pink slips. When assembled on the rooftop of Delta's Atlanta HQ, LED lights atop each cylinder would create an illuminated Delta logo, visible from space.

1. Beacon Time Capsule
Initial Study and Development Proposal
June 6, 2007

2. Creative Productivity
Creative Productivity
The world moves very fast and is intensely competitive. Sometimes
this pace is often at the detriment of creativity and innovation. In
the SBK method, design not only involves the dreams of what can
be but also includes the integration of supply chain considerations
early on in the design process. One cannot exist without the other.
In our design and development process, logistics is as important
as innovation. Developing the optimum design means optimizing
all facets of a product, including the supply chain that supports its
manufacture and delivery.
For our clients, the benefit of this approach is two-pronged:
(1) Our knowledge, experience and creativity allows us to be
more of a creative partner, as opposed to simply being an outside
service provider. In the spirit of speed, agility and value-add, these
characteristics differentiate SBK from its competitors.
(2) The global characteristics of SBK’s creative engine allow us
to bring efficiency to the prototype/build, manufacturing and
economical phases of our client’s idea-to-campaign life cycle.
This combination sets SBK apart and presents its clients with a
unique value proposition.
Working with SBK allows our clients to be more creative. Our
goal is deliver the most innovative products, on time, efficiently
and of the highest quality possible. By fully understanding all the
realities of creating an optimally designed product, our creative
productivity enables the manifestation of dreams.

3. Project Overview
Project Overview
• To engage employees and the world in the re-birth of the New Delta
• Create a Time Capsule, whereby employees can submit their ideas on
where they see Delta on its 100th anniversary in the year 2029
• Employee’s forecasts will be placed within the time capsule
• The Time Capsule will act as a symbolic nod to the importance of
Delta employee’s input
•The Time Capsule will also feature relevant objects as a reminder
of the past, to be selected and placed in the Time Capsule by Delta
employees
• For 22 years the Time Capsule will live at the Delta Museum, allowing
visitors to view
• On the 100th Anniversary of Delta Air Lines, the Time Capsule will be
opened and the submitted ideas/forecasts will be distributed to all of
the Delta employees
.

4. Our Initial Take on Things
Our Initial Take on Things
• Each employee receives a canister to fill with papers and
objects
• An LED inside the tube emits a red a light and is self-powered via
solar cells on top of the lid
• The canisters are arranged to form a giant widget that sits on top
or near the Delta General Offices in Atlanta
• The assembled widget would be visible at night from the sky and
space.

5. An Early Study
PART I: An Initial Study
In an effort to try and estimate costs of implementation of a project
of this magnitude, we performed a broad study with some arbitrary
assumptions.

6. Exhibit 1. Delta Widget
We started with the new Delta Widget. Please note that this is not the actual Delta widget. It’s a simulation.

7. Exhibit 2. Hypothetical Size for Individual Canisters and Required Spacing Around
We made an assumption that each canister would be 4 inches in diameter and would require an inch all around for
spacing.

8. Exhibit 3. Hypothetical Spacing Pattern for Individual Canisters
We arranged the canisters in a manner that would provide the densest grouping
while still allowing comfortable spacing.

9. Exhibit 4. Aproximately 10,000 Canisters to Form Delta Widget
Using these assumptions, we arranged 10,000 canisters in the form
of a widget. In this configuration, the base of the triangle formed
would be around 170 canisters across, roughly equal to 85 ft. The
height would be around 140 canisters, roughly equal to 70 ft.

10. Exhibit 5. Aproximately 10,000 Canisters on Roof of Atlanta Airport at Size
Widget Base = 85 ft = 170 canisters
Widget Height = 70 ft = 140 canisters
If placed on top of this building in the Atlanta
Airport, the Beacon would look this big.

11. Exhibit 6. Aproximately 10,000 Canisters on Roof on Building Across Street from Delta Museum at Size
Widget Base = 85 ft = 170 canisters
Widget Height = 70 ft = 140 canisters
If placed on top of this building across the street
from the Delta Museum, the Beacon would look
this big.

12. Rough Estimate 2
Rough Estimate 1
To get an initial estimate we looked online at a solar lawn lamp that
had a similar design to what we have in mind. We found this one
retailng for $89.99 / unit on www.solarlightstore.com.
With the following assumptions,
• Wholesale is 50% of Retail
• Cost is 65% of Wholesale
We arrive at the following:
10,000 units x $29.25 = $292,500.00

13. Rough Estimate 2
Rough Estimate 2
For our second estimate, we did a cost survey of raw materials
from our factories in China.
With the following assumptions,
• 4” diameter x 10” high tubes with top = $5.80
• 3.5” Solar Kit = $8.00
• 40 ft container = $8500.00
• Estimate $40,0000 for the base
We arrive at the following:
10,000 x 5$5.80 = $58,000.00
10,000 x 8.00 = $80,000.00
1 x $40,000 = $40,000.00
2 x $8500.00 = $17,000/00
10,000 units x $18.50 = $185,000.00

14. Project Proposal
PART II: Proposal

15. Phase 1: Creative Concept Creation
Phase 1: Creative Concept Creation
This is the initial brainstorming of the project where we generate ideas
and concepts based upon the intial brief of the project.
Together with SS+K, we presented a total of EIGHT concepts which has
been narrowed down to the following THREE:
EMPLOYEE BEACON (SBK)
GLOBE (SSK)
GYROSCOPE (SSK)

16. Phase 2: Concept Definition
Phase 2: Concept Definition
The purpose of this phase is to get everyone on the same page and to
ensure that we are conveying and aligning with Delta’s ambitions and
brand.
During this phase we will work together with SS+K and Delta to define
the actual goals and expectations of the Delta Time Capsule. Part of
this process will be to investigate and inquire about the logistics of
coordinating employee’s contribution to the Time Capsule, installation,
maintenance and proposed budget to produce and implement the
designs.
We will also define the number of locations, physical footprint and
restrictions as well as milestones, deadlines and schedule.
At the end of the phase we will have chosen a final direction out of the
previously proposed three concepts.
TIMING: 1 WEEK
OUT OF SCOPE
Timing for this phase is dependent upon the availability of information and
resources provided by SS+K and Delta Airways

17. Phase 3: Design Development and Virtual Prototyping
Phase 3: Design Development and
Virtual Prototyping
This is the phase where we take all the big ideas and narrow them
down into real world feasible designs which we will then be able to
project accurate costs and production schedules.
During this phase we develop our ideas rapidly, utilizing computer
modeling and virtual prototyping to quickly refine and detail promising
concepts.
Beyond the stated issues relating to the beacon including Cost,
Shipping, Installation and Maintenance we would also recommend
evaluating the following elements specifically:
1. Light Source
- Legibility from Required Perspectives /times of day
- Color Options and Limitations
- Etc.
2. Power Source
- Wattage requirements related to light source findings
- On-grid vs. Off-grid options/limitations
- Etc.
3. Materials and Fabrication
- Manufacturing options/limitations
- Value engineering tactics and a “needs to achieve” outline
- Etc.
4. Deterioration Issues
- Environmental Considerations (e.g. water permeability, UV
deterioration)
- Contention Plans and Preventative Maintenance Tactics
- Etc.
5. Support Structure
- How might this element be leveraged to alleviate issues or
amplify desired affects?
- How might this super structure relate to the environment?
- Etc.
6. Aesthetic Considerations Related to Findings

18. Phase 3: Design Development and Virtual Prototyping
Phase 3: Design Development and
Virtual Prototyping (continued)
Our evaluation will yield a range of options with the ideal option
identified for each element. The resulting matrix will outline a singular
ideal recommendation for the entire installation while informing
flexibility regarding each component or element.
During this phase we will have two meetings with SS+K and Delta
to review designs and changes leading to the final direction for
Prototyping and accurate cost of implantation
TIMING: 4 WEEKS
OUT OF SCOPE
Timing for this phase is dependent upon the availability of information and
resources provided by SS+K and Delta Airways

19. Phase 4: Design Finalization & Prototyping
Phase 4: Design Finalization &
Prototyping
At this time we will prepare files for the chosen rapid prototyping
method and create actual production level physical models of the
design for review and to identify potential manufacturing concerns.
Mock-ups and prototypes provide a great deal of information
regarding the fabrication needs, human factor concerns, psycho-
ergonomic issues and social impact a design will have associated
with it.
At the end of this phase we will have a final Production Cost and
Schedule for approval as well as final representation models for
production
TIMING: TBD
OUT OF SCOPE
Timing for this phase is dependent upon the availability of information and
resources provided by SS+K and Delta Airways

20. Phase 5: Production and Implementation
Phase 5: Production and
Implementation
This is where the product actually gets fully manufactured and sent to
its final destination.
TIMING: TBD
OUT OF SCOPE
Timing for this phase is dependent upon the availability of information and
resources provided by SS+K and Delta Airways