CAGD390 PROJECT PROPOSAL KATE SCOTT
DESIGN CONCEPT The design concept that informs my design This project will develop a new branding project is: to investigate the need to establish system and accompanying collateral. a successful brand identity system that does The effectiveness of a branding system not promote or endorse the use of GMOs but will remain the focus. The accompanying rather applies a precautionary approach collateral may include: to inform and educate both consumers Packaging or packing wrap for GMO/ and retailers about the products. Non-GMO products information booklet/ posters, Infographics, style guide, website A combination of primary and secondary or application, a feature article for the new sources will be used to unpack the scientist magazine. underlying elements of the branding system including ‘The Fundamentals of Branding’, ‘Working With Wickedness and the concepts of ‘green-washing’ and cause marketing.
THEORETICAL REFERENCES John Law - ‘Working Well With Wickedness’ Melissa Davis - The Fundamentals of Branding “Branding has shifted from being simply “Wicked problems can’t be cured: this is precisely what makes them so intractable” about ‘identity’ creation - that is, designing a logo, name and ‘look and feel’ for the brand - to a period of attempting to emotionally “The debate [of GMO’s] includes political connect with audiences” opportunism by activists who are not - Davis (2009, p.20) scientists” - Carmen Bain “Product and service innovation to introduce more sustainable, responsible products for the Wicked problems are not solved; they are, environment is a huge potential growth area at best, managed” for brands” - Batie and Schweikhardt (2010) - Davis (2009, p.62).
RESEARCH PlanTea - ‘Talking Fruit’ The Nuclear Power Debate Discusses stickers and labels attached - Works to ‘conquer the energy crisis before to fruit and vegetables available from it conquers us. ’ supermarkets. - Contains characteristics similar to that of - Codes on stickers do not only do they serve GMO’s as both industries use similar points as a PLU code they also tell you how fruit is to argue in favor of their technology, and grown. how it is making a cleaner, more productive and more efficient world, with less damaging - Numeric system was developed by the effects of the environment. Produce Electronic Identification Board. - Entine states, “I think to jump to the - Conventionally grown fruit (grown with conclusion that the solution is nuclear power chemical inputs) the PLU code on the sticker or genetically modified crops is, let’s just say, consists of four numbers. not supported by the evidence. ... One of - Organically grown fruit has a five-numeral the things we know about technology is PLU prefaced by the number 9. that it’s almost always a two-edged sword. It - Genetically engineered (GM) fruit has a does some things for us very well but it often five-numeral PLU prefaced by the number 8. creates other different problems.”
VISUAL RESEARCH Australian Made - The green and goal Australian Made logo which features a stylistic Kangaroo inside a sharp cornered triangle. - Designed by Melbourne graphic designer Ken Cato, and launched by Prime Minister Bob Hawke in 1986. - As of 2012 it has been recognized by 98.8% of Australian consumers (Australian Made 2016). - Example of a successful and powerful marketing tool as it helps businesses to effectively brand their products as “Australian” to consumers with a preference for buying locally made good. -.Company is seen as trustworthy by these Australian consumers as the trademark can only be used if a company’s products have been approved by the Australian Made Campaign.
DESIGN MEDIUM JUSTIFICATION - Trademark branding system - Style guide Still unclear on collateral however ideas that have arisen include; - Packaging or package wrap - Information booklet or QR - Website or phone application - Posters/Infographics - Feature article
MARKET/TARGET AUDIENCE - “Consumers are wanting to be educated about it and wanting to make informed choices.” Jennifer Alsever (2010) - Organic marketing has increased 15% since 2012. - Although it is open to all ages the I believe the main age group that interacts with retail and grocery shopping would be those aged 20-54 years. - When looking into GMO’s a better indicator would include a person’s values.
PROPOSED FINAL OUTCOMES For completion of my major project I hope to display the branding system and it’s application across all collateral. The final outcomes I wish to achieve is a professional, creative branding system that creates a sense of honesty and authenticity.
INITIAL DESIGN VISUALS ITC AVANT GARDE GOTHIC LT BOLD ITC AVANT GARDE GOTHIC BOOK
PRODUCTION TIMELINE Week 4 - Reflect on feedback from project Week 10 - Develop templates for application/ proposal and presentation (incorporate web/editorial (depending on what is and adjust to develop concept statement). selected), working on any illustrations that may be required. Week 5 - Continue to research and explore branding identity. Ensure concept is Week 11 - Refine content and continue solidified, and begin ideation stage - working working on any necessary collateral. to develop identity system e.g. typography, Week 12 - Finalize all collateral ensuring all name etc. feedback throughout session has been Week 6 - Create design roughs, and refine taken on board. identity. Still in ideation phase creating Week 13 - Final presentation - present iterations for what could be the identity. finalized brand and style guide, present all Week 7 - Continue ideation phase, and collateral and receive, reflect, and integrate further develop branding system and any feedback ready for week 14. style guide. Week 14 - Refine, finalize and prepare Week 8 - Be in the final stages of the brand for submission. identity and style guide. Week 15 - Final submission/preparation for Week 9 - Interim presentation - Have grad show in weeks to come. completed style guide and selected brand identity. Received and integrate any feedback, and begin working on collateral.
RESOURCES REQUIRED Adobe Creative Suite Adobe Creative Suite in particular : - InDesign - Illustrator - Photoshop. Academic Texts - The book ‘The Fundamentals of Branding’ by Melissa Davis. - Ambrose and Harris ‘Design Thinking’. Lynda.com
RESOURCES/ BIBLIOGRAPHY Ambrose & Harris, 2010, Design Thinking, AVA Pub- Mortenson, E 2015, ‘GMO label debate a ‘wicked’ lishing, London, United Kingdom, pp 12-29 problem’, Capital Press, 24 July, viewed August 8, <http://www.capitalpress.com/Nation_World/ Armstrong , G, Adam, S, Denize, S & Kolter, P 2015, Nation/20150724/gmo-label-debate-a-wicked- Principles of Marketing, 6th edn, Pearson, Mel- problem>. bourne, VIC. Okeson, S 2015, ‘GMO debate a ‘wicked prob- Australian Made 2016, About The Logo, Australian lem’ ’, The Joplin Globe, 8 August, viewed 8 Made, viewed 10 August 2016, < http://www.aus- August, <http://www.joplinglobe.com/news/ tralianmade.com.au/why-buy-australian-made/ local_news/gmo-debate-a-wicked-problem/arti- about-the-logo/>. cle_e7b0296b-4475-5b0c-8f97-2f51f15c6cc8.html>. Batie, S & Schweikhardt 2011, Societal Concerns Pearson, D Henyrks, J & Jones, H 2010, ‘Organic As Wicked Problems: The Case Of Trade Liberalisa- food: What we know (and do not know) about tion – 21 Societal Concerns As Wicked Problems, consumers’ Renewable Agriculture and Food OECD. Systems, pp. 1-7, viewed 12 August 2016, <http:// www.canberra.edu.au/researchrepository/ Entine, J 2016, ‘Denialism and the ‘Scientific Con- file/41c7e9c4-51ec-996f-7c5b-9d32a33c9921/1/ sensus’: Naomi Oreskes’ Attacks On Nuclear fulltext_published.pdf> Energy and GMOs Expose Deep Divide Among Ridarakanchana, N 2013, Here’s Who Eats Natural Environmentalists’, Huffington Post, 2 January, And Organic Foods, And Why: Market Research, viewed 8 August, < http://www.huffingtonpost. IBT, viewed 12 August 2016, <http://www.ibtimes. com/jon-entine/post_10952_b_9111688.html>. com/heres-who-eats-natural-organic-foods-why- market-research-1437858>. Investopedia 2016, Greenwashing, Investopedia, viewed 10 August 2016, < http://www.investope- 2015, Campbell Announces Support for Manda- dia.com/terms/g/greenwashing.asp>. tory GMO labeling, Cause Marketing, viewed 11 August 2016, < http://www.causemarketingforum. Law, J 2014, Working Well With Wickedness, The com/site/apps/nlnet/content2.aspx?c=bkLUK- Open University, Walton Hall, UK. cOTLkK4E&b=6430205&ct=14811327¬oc=1>
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