Lena Çavuşoğlu - Nathalia Robayo - Nihan Kepsutlu - Nitin Dani

“Once upon a time….”

“… At one pole of the emergent global hierarchy are those who can compose and decompose their identities more or less at will, drawing from the uncommonly large, planet wide pool of offers. At the other pole are crowded those whose access to identity choice has been barred, people who are given no say in their preferences and who in the end are burdened with identities enforced and imposed by others; identities which they themselves resent but are not allowed to shed and cannot manage to get rid of. Stereotyping, humiliating, dehumanizing, stigmatizing identities”.Zygmunt BaumanConversations with Benedetto Vecchi (2004)

THE GARDEN METAPHOR

MOODBOARD

GOALS

- To encourage mutual co-existence, understanding and co-operation.

- To support emerging artists and educate, encourage skill sharing.

- To create a distinct identity for Dergano as an Arts District.

- To promote DOC as a brand – increase creativity, visibility and business.

- To push DOC members to participate/contribute in the entire process.

- To bring all the artist and designers of Dergano on a common platform.

Once upon a time….

Organization Branding

Structural System

Belonging

Identity

Positioning

- Storybook for the organization that tell the roles of the members in the way of a story- Hand painted umbrellas, calendars, coasters, carry bags, mugs (in the signature D.O.C colors..etc.)- Competitions among artists (awards will be tickets or passes to prominent events) as a way of activating their roles or talents.

-Creating a brand as a comunity- building a new concept store- Elaborating workshops and classes for students. - Politecnico di Milano can be at the forefront in creating network between the students and the artists and work on collaborations.-Politecnico can also highlight or display events and posters about DOC or conduct competitions.

PROCESS DIAGRAM & SOLUTIONS

STORYTELLING AS AN ORGANIZATIONAL AND BRANDING

METHOD

ASSOCIATION

ORGANIZATION BRANDING

HOW?

STORY BOOKA story book tells the roles and the stories of the members the organization (in the way of a story). D.O.C is depicted as a garden and each member of D.O.C depicted as a character in the garden and their roles.

BRANDThe brand has been created

as a product of the association with two key

ideas:- working as a publicity tool and thus increase visibility

- to give more opportunities to members in terms

of  business, creativity, and recognition

Branding serves the storybook in terms of the feeling of belonging. Working for a common product line will

strengthen the relationship between members in the

association.

Once upon a time…. ROLES

The sun is our main character. It gives light and positive energy for others to grow. In a way it is the binding force of all elements of the garden. The leader and the organizer.

 The other important elements of a garden  are the trees, the birds, stars and the moon. They thrive under the sun’s shadow and make the garden more beautiful in their own special way.

The grass, flowers .. etc. are the elements which are not so active in the

garden but of course they are vital to complete the garden and to make it

more colourful and beautiful.

ORGANIZATION

BRAND

By DOC

Determined Target Audience

A+,A socio economic class Milanese adults

working, live in Milan or frequent travelers, families or individuals

interested in arty, personalized handmade or design products

go to concept stores

TARGET AUDIENCES

BRANDING

12 Design products, one per each member according to the concept of the year.

The product line will have a common concept.

12 different products in the same concept for 12 months.

They will produce the same design whole year for the store.

HOW?

BRANDING

There are different possibilities to distribute the products:

+ Big Design Stores- La Rinascente or to other concept stores - 10 Corso Como - Spazio Rossana Orlandi and - TAD

+ Small and exclusive design stores like - De Padova- Cassina- Gervasoni

+ Smaller underground concept/design stores

WHERE?

BRANDING

To have a place in these places will cost for D.O.C. :

12 members can pay an affordable monthly fee for being in the concept stores. Is possible to organize different extra temporary activities like workshops to interested people as hobby what are they doing. After DergArt is starting to get known by the customer, the sales will increase and the brand will pay its cost of being in a concept store by itself. 

BUDGET

BRANDING

WHY?

BRANDING

- To attract the customers attention to Dergano by using the tools which tells the artists stories under a common roof.

- DOC as an association can not be a commercial venture, because it is a non-profit organization.

POSTER

STORYBOARD

ACTORS

ACTORS’ MOTIVATIONS

SYSTEM MAP

PHYSICAL EVIDENCES

1) Storybook2) Informative bags additional to the product3) Packaging for the products

1) Booklet2) Informative bags additional to the product3) Packaging for the products

STORYBOOK EXAMPLES

1) Booklet2) Informative bags additional to the product3) Packaging for the products

INFORMATIVE BAG EXAMPLES

PACKAGING EXAMPLES

Storytelling is the common point between both organization and branding. The point is association members feel that they belong to the organization. They are not just any member, they have roles and responsibilities which are relate to their characters, what we describe with the Garden Concept. As a brand, all association members are connected to each other with the concept of a product line. This makes them to work together for a common purpose, while the Brand provides a visible way to build their own identity.

CONCLUSION

GRAZIE

GRAZIE