“When we think of design, we don’t usually associate it with solving problems. More often, it is equated with ‘style’: fashionable clothing or handbags, distinctive typefaces … But design is really way of looking at the world with an eye toward changing it. To do that, a designer must be able to see not just what is, but what might be…Designers are also makers. They sketch and build, giving form to ideas. They take that faint glimmer of possibility and make it visible and real to others”

 

 

 

Design is everywhere these days. Whether it is our cereal box, bus timetable, books in our library, you tube advertisement, signs we see on highway. So even if you do not want to, you can get away from design’s everyday influence. But what if you use design for something more than just cereal box? What if you use design for raising money for charities? To spread awareness of global problem? For winning elections in the US? In my independent study I want to propose a question: Can design be used as a force for community benefit? I am aiming to answer this question and apply it in a real life. I would like to use design as a helping hand to local animal shelter with poor or non existing designed identity or promotional materials. My idea is to create their brand new identity or re-design what they have, design their promotional materials, if time allows maybe create website and at the end I would like to organise a charity event where I would try to earn some money to support the animal shelter.

 

Reason why I have chosen this topic is because I want to challenge myself, push my limits but more over demonstrate various skills I have gain through my studies at the University of Worcester. I am aiming to cooperate with a real client so my intent is to create something sustainable that he can use even when I finish my independent study.

 

 

Idea evolution

 

Based on recommendation of master degree student Tanya March, I have started this process by answering the question who am I as a person. Am I animator? Photographer? Illustrator? Am I just a day dreamer or rationalist? Unfortunately I couldn’t find the straight-away answer as I wanted. At first I was focused only on finding the answer but then I have realise that it’s ok not to know. What is important is to keep discovering who you are and be curious to find it. If I can be honest with you, I hope I will never find the answer, because I feel the power of not knowing that pushing me to test my limits and go even beyond. But what I have done for generating some idea for my independent study is that I wrote a list of key words that I want to describe my final piece. I wrote down following: ‘I want to create something sustainable, useful, meaningful, powerful, creative, challenging.’ but mostly, I wanted to work on something I am passionate about. Because what’s the point of doing something for a year of your life and not be passionate about it? 

 

“To learn to think like a designer, it makes sense to employ a tool that designers themselves use extensively: observational research”

For every project I have done so far, I have used brainstorming of random words I had on mind and mind maps connected to the task. I have to say it is one of my favourite techniques because I can sort out my thoughts and think outside the box and not feeling silly to see it out loud. I usually combine it with observation and daydreaming. If there is something I have learnt so far, it would be a ‘rule’ Thomas Alva Edison once set in a stone: “Genius is one percent inspiration, ninety-nine percent perspiration”3 This rule basically says that 1 out of 10 of your ideas you generate, will be good. The more you generate, the wide range of ideas you will get and also the chance will be higher to generate “the right one”I have to say I had an opportunity to read The Advertising Concept Book - Think now, design later book by Pete Barry where I have found many techniques for generating idea. And 1 out of 10 rule is one of them. 

 

“A big part of being a highly realised creative person is having an open mind and being able to recognise great ideas even when you aren’t looking for them, perhaps even when they are the last thing you are looking for”4

 

For my independent study project i have also used brainstorming and mind map and I have generated a range of ideas using various mediums such as photography exhibition/book about latte art and coffee and coffee lover’s life, origami artefacts and origami style posters  about how to generate idea (something like collection of generating method for designers) using screen printing method, creating children book about differences between people around the world, cook book for university students and how to survive university without mum’s gold helping hand. But among these ideas I have decided for ‘Animal shelter rescue campaign’.  This idea has been generated by using observation research was I have seen video on YouTube created in the U.S.A and their situation with animal shelters. I have to be honest I was shock with the situation of thousand of homeless animals that are put down with few days because of lack of shelter’s capacity. When I saw this video where they try to save dogs by promoting this problem and providing them services that none animal shelter can afford, honestly I started to cry when I have came across some happy endings. But then I realised that tears will not solve this problem because acts are needed. Acts are the power for change, not tears or plain words.

 

Idea development

 

Reason why I have decided to focus on animal shelter topic is the fact, that I am dog owner as well and I love animals more than anything. It breaks my heart when I see or read or hear a story how people treat animals. And sometimes it makes me so angry when I see abandoned animals for silly reasons such as break-up with your partner, unwanted christmasy gift, too old, too slow, too big, too small ect … I started doing some research and I focused on situation in the UK. The video I saw on YouTube was from the U.S.A and I thought this is not happening in the Europe or in the UK. But I was wrong. These shelters are in a country we are living in and they are putting animals down every single day because  there is not enough space.  I have found an article by guardian published December 20115 (see appendix) where it says that 20 dogs per day are put down in the UK. I found this information alarming. Another number I have found was number fifty-three thousands. 53 000 animals were put down for non-medical reasons and because there wasn’t enough space in shelters. I am getting even more upset over these numbers because there are people/organisations who build up their business based on breeding dogs just for sale which is not helping this situation at all, moreover it makes it even worse. One of the key word I wrote down on mu list when I was generating ideas for my independent study was ‘local’. I want to focus on local animal shelters because I believe that if you want to change the world, you need to start with a place where you live. In my    case, it is Worcestershire and West Midlands. My aim is to pick one animal shelter and design materials for them. I want get people know that if they adopt dog from animal shelter instead of buying from breeder who’s doing that only for money and not for the love to animals, it can save life. It can make the little tail wiggle again. 

 

This project is not meant to be pure design project about making things looks pretty, but also social project that can change or improve something or at least, get people know what is the problem. I believe that this is also sustainable idea because if it is designed right, I can be applicable onto any animal shelter around the world.I am aiming to apply all of my skills I have learnt from my studies at University of Worcester.  want to apply my knowledge of software for various mediums such as web and print knowledge of typography, colour theory, using of  illustrational skills, communication skills , management skills as part of my project is to organise a charity event but mainly my time management.  

 

Research

I have start my research online as I was looking at some articles about animal sanctuary and what are the crucial numbers.I have found organisation called RSPCA - Royal Society for the Prevention of Cruelty to Animals. They have some interesting statistics about the state of animal rescue within UK. Along side with looking at various animal shelter organisation and their identity or promotion materials, I also look at big campaign by organisations such as WWF (World Wildlife Fund - see appendix). I have picked few which are believe are very strong in terms of concept, design and message. These campaign are not directly connect to what I am aiming for, but I picked them as an inspiration how you can get the message to the people. I have also find some campaign focused directly on animal shelters and on adopting instead of buying. One that stand out for me and is very close to my initial idea of how I would like to do it is campaign created by Renaissance Creative for the Riverside Humane Society (pic.1). I have found out that most of these campaign using realistic photo instead of illustration ( illustrations are most used for their identity and branding). I have to agree that in case of animal shelter, realistic photos are better because people can easily identify the problem and see the raw truth. As a another part of my research, I look at various way how to design with low budget, how to design for charity purposes and what does it make a good charity. Even though I am not planning working directly with charities, I think this part of my research will be beneficial because animal shelters works on a low budget and me as a student I will not have a massive budget to work with as well. So just to get myself an idea which ways you can go, if you need to promote something and you can’t really afford to pay a lot of money. I have found out that an average cost of advertising is usually 1-10% of gross sales6. What made me sure I am on a right truck was that one of low budget promotion way is to organise some event7 and get people know about you. This is exactly what I am aiming for to do at the end of my project where I will present the new identity to public.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Conclusion

 

I truly believe that his project will have a successful outcome as it has a big scope. I can demonstrate various skills and knowledge of software which can be a very good piece into my portfolio for my future employer. Also by challenging myself I can learn a lot as well as gained valuable experience by working with real client.Moreover I think this project doesn’t need to be a project for one year, thanks to its scope I could continue with this campaign even when I finish my studies or I can hand it to some organisation to continue.

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References

1. Warren Berger, 2010. Glimmer: How Design Can Transform Your World. Edition. Vintage Canada. page 3

2. Warren Berger, 2010. Glimmer: How Design Can Transform Your World. Edition. Vintage Canada. page 9

3. http://www.phrases.org.uk/meanings/genius-is-one-percent-perspiration-ninety-nine-percent-perspiration.html

4.   Barry, Pete , 2012. The Advertising Concept Book -Think now, design later. 2nd ed. London: Thames & Hudson Ltd.. page 11

5.   http://www.theguardian.com/lifeandstyle/2011/dec/08/dumping-dogs-animal-rescue-charities

6.   http://yourbusiness.azcentral.com/average-advertising-costs-small-businesses-17643.html

7.   http://www.wordstream.com/blog/ws/2014/10/01/marketing-ideas-for-small-businesses