my journal

I, Pencil

Innumerable Atencendants

No One Knows

No Mastermind

Testimony Galore

Bibliography

Target Audience

Our Given Persona

Defining Our Persona

Lectures

Noreeen Blanluet

David Berman

Alison Howard

Workshops

Understanding Our Persona

Pecha Kucha

Research

Stainless Steel

Leather

Cotton

Proposal

Initial Ideas

Narrative

Our Mark

First Ideas

Refining Them

Final Outcome

Briefing

Conclusion

I am a lead pencilthe ordinary wooden pencil familiar to all boys and girls and

adults who can read and write.*

Writing is both my vocation and my avocation; thats all I do.

You may wonder why I should write a genealogy. Well, to begin with, my story is

interesting. And, next, I am a mysterymore so than a tree or a sunset or even a flash

of lightning. But, sadly, I am taken for granted by those who use me, as if I were a

mere incident and without background. This supercilious attitude relegates me to the

level of the commonplace. This is a species of the grievous error in which mankind

cannot too long persist without peril. For, the wise G. K. Chesterton observed, We are

perishing for want of wonder, not for want of wonders.

I, Pencil, simple though I appear to be, merit your wonder and awe, a claim I shall

attempt to prove. In fact, if you can understand meno, thats too much to ask of

anyoneif you can become aware of the miraculousness which I symbolize, you can

help save the freedom mankind is so unhappily losing. I have a profound lesson to

teach. And I can teach this lesson better than can

an automobile or an airplane or a mechanical

dishwasher becausewell, because I am

seemingly so simple.

Simple? Yet, not a single person on the face of

this earth knows how to make me. This sounds

fantastic, doesnt it? Especially when it is realized

that there are about one and one-half billion of

my kind produced in the U.S.A. each year.

Pick me up and look me over. What do you see?

Not much meets the eyetheres some wood,

lacquer, the printed labeling, graphite lead, a bit

of metal, and an eraser.

Innumerable AntecedentsJust as you cannot trace your family tree back very far,

so is it impossible for me to name and explain all my

antecedents. But I would like to suggest enough of them

to impress upon you the richness and complexity of my

background.

My family tree begins with what in fact is a tree, a cedar

of straight grain that grows in Northern California and

Oregon. Now contemplate all the saws and trucks and

rope and the countless other gear used in harvesting and

carting the cedar logs to the railroad siding. Think of all

the persons and the numberless skills that went into their

fabrication: the mining of ore, the making of steel and

its refinement into saws, axes, motors; the growing of

hemp and bringing it through all the stages to heavy and

strong rope; the logging camps with their beds and mess

I, PencilMy Family TreeAs told to Leonard E.Read

Innumerable Antecendents No One Knows No Mastermind Testimony Galore Bibliography

I, Pencil Target Audience Briefing Lectures Workshops Research Proposal Conclusion

halls, the cookery and the raising of all the foods. Why, untold

thousands of persons had a hand in every cup of coffee the

loggers drink!

The logs are shipped to a mill in San Leandro, California.

Can you imagine the individuals who make flat cars and

rails and railroad engines and who construct and install the

communication systems incidental thereto? These legions are

among my antecedents.

Consider the millwork in San Leandro. The cedar logs are cut

into small, pencil-length slats less than one-fourth of an inch

in thickness. These are kiln dried and then tinted for the same

reason women put rouge on their faces. People prefer that I look pretty, not a pallid white. The slats

are waxed and kiln dried again. How many skills went into the making of the tint and the kilns, into

supplying the heat, the light and power, the belts, motors, and all the other things a mill requires?

Sweepers in the mill among my ancestors? Yes, and included are the men who poured the concrete

for the dam of a Pacific Gas & Electric Company hydroplant which supplies the mills power!

Dont overlook the ancestors present and distant who have a hand in transporting sixty carloads of

slats across the nation.

Once in the pencil factory$4,000,000 in machinery and building, all capital accumulated by thrifty

and saving parents of mineeach slat is given eight grooves by a complex machine, after which

another machine lays leads in every other slat, applies glue, and places another slat atopa lead

sandwich, so to speak. Seven brothers and I are mechanically carved from this

wood-clinched sandwich.

My lead itselfit contains no lead at allis complex. The graphite is mined in Ceylon. Consider

these miners and those who make their many tools and the makers of the paper sacks in which the

graphite is shipped and those who make the string that ties the sacks and those who put them aboard



make shiny sheet brass from these products of

nature. Those black rings on my ferrule are black

nickel. What is black nickel and how is it applied?

The complete story of why the center of my

ferrule has no black nickel on it would take pages

to explain.

Then theres my crowning glory, inelegantly

referred to in the trade as the plug, the part

man uses to erase the errors he makes with

me. An ingredient called factice is what does

the erasing. It is a rubber-like product made by

reacting rape-seed oil from the Dutch East Indies

with sulfur chloride. Rubber, contrary to the

ships and those who make the ships. Even the lighthouse keepers

along the way assisted in my birthand the harbor pilots.

The graphite is mixed with clay from Mississippi in which

ammonium hydroxide is used in the refining process. Then

wetting agents are added such as sulfonated tallowanimal

fats chemically reacted with sulfuric acid. After passing through

numerous machines, the mixture finally appears as endless

extrusionsas from a sausage grinder-cut to size, dried, and

baked for several hours at 1,850 degrees Fahrenheit. To increase

their strength and smoothness the leads are then treated with a

hot mixture which includes candelilla wax from Mexico, paraffin

wax, and hydrogenated natural fats.

My cedar receives six coats of lacquer. Do you know all the

ingredients of lacquer? Who would think that the growers of

castor beans and the refiners of castor oil are a part of it? They

are. Why, even the processes by which the lacquer is made a

beautiful yellow involve the skills of more persons than one

can enumerate!

Observe the labeling. Thats a film formed by applying heat to

carbon black mixed with resins. How do you make resins and

what, pray, is carbon black?

My bit of metalthe ferruleis brass. Think of all the persons

who mine zinc and copper and those who have the skills to



common notion, is only for binding purposes. Then, too, there

are numerous vulcanizing and accelerating agents. The pumice

comes from Italy; and the pigment which gives the plug its

color is cadmium sulfide.

No One KnowsDoes anyone wish to challenge my earlier assertion that no

single person on the face of this earth knows how to make me?

Actually, millions of human beings have had a hand in my

creation, no one of whom even knows more than a very few

of the others. Now, you may say that I go too far in relating

the picker of a coffee berry in far off Brazil and food growers

elsewhere to my creation; that this is an extreme position.

I shall stand by my claim. There isnt a single person in all

these millions, including the president of the

pencil company, who contributes more than

a tiny, infinitesimal bit of know-how. From the

standpoint of know-how the only difference

between the miner of graphite in Ceylon and

the logger in Oregon is in the type of know-

how. Neither the miner nor the logger can be

dispensed with, any more than can the chemist at

the factory or the worker in the oil fieldparaffin

being a by-product of petroleum.

Here is an astounding fact: Neither the worker

in the oil field nor the chemist nor the digger of

graphite or clay nor any who mans or makes the

ships or trains or trucks nor the one who runs

the machine that does the knurling on my bit of

metal nor the president of the company performs

his singular task because he wants me. Each one

wants me less, perhaps, than does a child in the

first grade. Indeed, there are some among this

vast multitude who never saw a pencil nor would

they know how to use one. Their motivation is

other than me. Perhaps it is something like this:

Each of these millions sees that he can thus

exchange his tiny know-how for the goods and

services he needs or wants. I may or may not be

among these items.



No Master MindThere is a fact still more astounding: the absence of a master mind, of anyone dictating or forcibly directing these

countless actions which bring me into being. No trace of such a person can be found. Instead, we find the Invisible

Hand at work. This is the mystery to which I earlier referred.

It has been said that only God can make a tree. Why do we agree with this? Isnt it because we realize that we

ourselves could not make one? Indeed, can we even describe a tree? We cannot, except in superficial terms. We can say,

for instance, that a certain molecular configuration manifests itself as a tree. But what mind is there among men that

could even record, let alone direct, the constant changes in molecules that transpire in the life span of a tree? Such a

feat is utterly unthinkable!

I, Pencil, am a complex combination of miracles: a tree, zinc, copper, graphite, and so on. But to these miracles which

manifest themselves in Nature an even more extraordinary miracle has been added: the configuration of creative human

energiesmillions of tiny know-hows configurating naturally and spontaneously in response to human necessity and



Once government has had a monopoly of a creative activity such, for instance,

as the delivery of the mails, most individuals will believe that the mails could not

be efficiently delivered by men acting freely. And here is the reason: Each one

acknowledges that he himself doesnt know how to do all the things incident to mail

delivery. He also recognizes that no other individual could do it. These assumptions

are correct. No individual possesses enough know-how to perform a nations mail

delivery any more than any individual possesses enough know-how to make a

pencil. Now, in the absence of faith in free peoplein the unawareness that millions

desire and in the absence of any human master-minding! Since

only God can make a tree, I insist that only God could make me.

Man can no more direct these millions of know-hows to bring me

into being than he can put molecules together to create a tree.

The above is what I meant when writing, If you can become

aware of the miraculousness which I symbolize, you can help

save the freedom mankind is so unhappily losing. For, if one is

aware that these know-hows will naturally, yes, automatically,

arrange themselves into creative and productive patterns in

response to human necessity and demandthat is, in the absence

of governmental or any other coercive mastermindingthen one

will possess an absolutely essential ingredient for freedom: a faith

in free people. Freedom is impossible without this faith.



of tiny know-hows would naturally and miraculously form and

cooperate to satisfy this necessitythe individual cannot help

but reach the erroneous conclusion that mail can be delivered

only by governmental master-minding.

Testimony GaloreIf I, Pencil, were the only item that could offer testimony on

what men and women can accomplish when free to try, then

those with little faith would have a fair case. However, there

is testimony galore; its all about us and on every hand. Mail

delivery is exceedingly simple when compared, for instance,

to the making of an automobile or a calculating machine or

a grain combine or a milling machine or to tens of thousands

of other things. Delivery? Why, in this area where men have

been left free to try, they deliver the human voice around the world in less than one second; they

deliver an event visually and in motion to any persons home when it is happening; they deliver 150

passengers from Seattle to Baltimore in less than four hours; they deliver gas from Texas to ones

range or furnace in New York at unbelievably low rates and without subsidy; they deliver each four

pounds of oil from the Persian Gulf to our Eastern Seaboardhalfway around the worldfor less

money than the government charges for delivering a one-ounce letter across the street!

The lesson I have to teach is this: Leave all creative energies uninhibited. Merely organize society

to act in harmony with this lesson. Let societys legal apparatus remove all obstacles the best it can.

Permit these creative know-hows freely to flow. Have faith that free men and women will respond

to the Invisible Hand. This faith will be confirmed. I, Pencil, seemingly simple though I am, offer the

miracle of my creation as testimony that this is a practical faith, as practical as the sun, the rain, a

cedar tree, the good earth.



---

Read, Leonard E. I, Pencil: My Family Tree as told to Leonard E. Read. Irvington-

on-Hudson, NY: The Foundation for Economic Education, Inc. 1999. Library of

Economics and Liberty [Online] available from http://www.econlib.org/library/Essays/

rdPncl1.html; accessed 15 August 2012; Internet.

---

Leonard E. Read (1898-1983) founded FEE in 1946 and served as its president until his

death.

I, Pencil, his most famous essay, was first published in the December 1958 issue of

The Freeman. Although a few of the manufacturing details and place names have

changed over the past forty years, the principles are unchanged.

* My official name is Mongol 482. My many ingredients are assembled, fabricated,

and finished by Eberhard Faber Pencil Company.



Actually, millions of human beings have had a hand in my creation, no one of whom even knows more than a very few of the others.Leonard Read


Our Given Persona Defining Our Persona


As groups we picked out of a hat, a persona. Our group got

given a 22-35 year old employed male. My first reaction was a

bit blank as I have no relation to this age group; for me it is a

vast void. Its the sort of age where a man settles down into a

comfortable job and looks to start a family if he has not already

got one.

From here we decided what type of person he was going to

be. Was he going to be married, divorced or widowed? Does he

have any children of his own, or adopted? Does he own his own

business? Does he work in an office? Has he any hobbies? There

were a billion questions to ask and answer.

Target AudienceTarget Audience

Basic InformationWe first decided on an age. So we went roughly

in the middle of 22 and 35, and chose 31. Then

we decided that he would be a black male; there

was no rationale behind this. But we did decide

that he had a son aged 7 and that he would be

a widower, as this is not a common persona we

thought it would give us a challenge. We then

discussed the possibility of him owning his own

business, which we knew would reduce the

ammount of spare time he had as it would be

spent running his business. So then we decided

that he ran his own restaraunt. Also, to keep him

social we knew that he would still be in slight

depression over the death of his wife so he would

be an introvert. But if he was part of a sports

team he would have friends already and so we

decided that he played basketball (on hindseight

this may have been a bit stereotypical, oh well!)

And from there, everything else flowed.

Name: Adam Deyals Ingh-Framkstan

Age: 31

Job: Owner of Restaraunt

Earns: Between 30-35k per year

Married: Widower

Children: 7 year old boy

Residence: 2 bed studio appartment in city centre



Psychographic InformationWe then thought of the type of person he would be. So we thought that because of him being a widower, he would be

compassionate and care lots for the people he both knows and doesnt yet know. It also led us to deciding that he would

be generous to his son and that he would be protective of him. Also the fact that he owns a business means that he has

to be a motivated person and also maybe a perfectionist to excel in a carreer in catering. We also decided that he would

be democratic as he cares for other people and their thoughts.

Hobbies and InterestsAs we previously said, he was a member of his local basketball

team. So he has friends to go out with drinks with occassionally,

perhaps after a training session or on a Saturday night. But

being an introvert, perhaps he wouldnt be the one to ask

someone to join him on a night out. In order to keep his fitness

up for basketball he is a member of the gym and goes running

regularly. Also as his age group is early thirties, we thought that

hed be in keeping with up to date trends, rather than wearing

stuff from the 90s.




In hindsight this may have been stereotypical, oh well!Matt Crowley


The Brief

The brief, whether we chose to accept it or not; was to firstly

choose a product that was directly relatable to the graphic design

proffession. We then were to research the materials behind our

chosen product, where they came from, how they were made,

who made them etc. And also how they were distributed.

We were then to choose one of the tripple bottom line issues

and raise the awareness of the sustainablility or unsustainablility

of the chosen product. We were to use the medium of one print

based outcome and one on screen based outcome.

And our final outcomes had to be focussed around the needs

our chosen target audience.

Our ProductAfter brainstorming within our group, we chose 5 products:

Money, Post-It Notes, Bag, Library and a pen. After deliberation we

thought that a bag had a just enough information to research that

we wouldnt leave research out. We then thought that a bag is too

vague, and so said that it would be a leather satchel.

The Brief


Imagine this design assignment: Design something that makes oxygen, sequesters carbon, fixes nitrogen, distills water, accrues solar energy as fuel, makes complex sugars and food, creates microclimates, changes colors with the season, and self replicates. Why dont we knock that down and write on it?

William McDonough

Noreen Blanluet David Berman Alison Howard


As an introduction to the way of sustainable thinking we were first introduced to the

two ways of thinking: Linear and Cradle to Cradle.

Linear: When a product is made, once used it gets disposed of as it is unable to be

used again.

Cradle to Cradle: Where a product is made, then used, then recycled to become

something else and nothing is being wasted.

Then we were introduced to the tripple bottom line way of thinking:

1. Enviromental: Where a product effects the planet

2. Economical: Does the profit of the product give back to local society?

3. Social: Is to do with the welfare of the people who make and recycle the product.

Learning about the Social side of sustainability was interesting

as it brought up what would happen to the product after it had

been used. We were given the example of an ink carteridge;

once this was recycled it would be shipped to a third world

country and left for a young boy to rummage through and

take the components apart. This had all sorts of health issues

associated with it. So although you think youre doing the right

thing recycling the product, sometimes youre not being quite as

sustainable as you like to think.

Noreen Blanluet



The lecture started by him opening a packet of gum. It took 5

layers of packaging for him to actually be able to eat the gum.

And then this gum was to be binned after being used as it wasnt

recyclable. He then asked us if we could think of ways to re-use

gum; an injectioning flavour system, for example? I had never

thought about gum being recycled, I always thought of gum as

being food, but obviously I knew that it wasnt recyleable, I just

never made the link until he showed me.

We were then told about his life and the journey he took to

where he is today. Even including his trip to a tiger temple.

He brought sustainability back to design specifically and first

showed us some baloot papers. The ballot papers he showed us

were the ones used in America. The designs for this particular

ballot papers were poorly designed in that the user was

confused as to which box associated to which candidate.

The next example was of the Canadian traffic

light system. The design was created specifically

for colour blind people. So to get around this

problem different shapes were introduced. So

now people who cant see specific colours can

now recognise shapes to tell them when to go

or when to stop. Clever!

David BermanDavid Berman

Designing For EveryoneBefore he left us he got people to stand up out of their seats if they were disabled.

At first 25% of us stood up. Then he explored what a disability was; in the end

we all eventually found outselves standing up. We are all disabled one way or

another; whether or not its an offical disability is a different question. But we need

to recognise that when we design, we arent just designing for one fit abled body

person, we are designing for somebody without an arm, who isnt of a specific age

group, who doesnt speak your language. And this I think is whats going to be my

biggest challenge as a designer in the real world.



Dont Just Do Good Design; Do GoodThe final message he left was him asking us not to just

do good design, but to do good. Immediately I made

a connection to a hobbie of mine; surfing. There is a

charity set up around the world to keep the beaches

and sea clean, its called Surfers Against Sewage. And I

am now working with the Surf Society in the University

to organise a clean-up day at our local beach.



Being the second half our our client, Alison

couldnt give us much more information about

sustainability as it had already been given by

both Noreen Blauntlet and David Berman. So this

lecture was more of one about what she does

and how to go about answering our brief.

Alison Howard

She told us about other techniques to get people

to engage; others being giving insentives, or the

complete oposite is to give penalties if you dont

recycle.

I guess the best thing to learn from this is to

know your audience. If you can get someone to

do something they otherwise wouldnt you need

to offer something that would be of interest or

of use to them. Theres no point in offering free

surfboards to each participant in a handicapped

society. It just wouldnt work!

One of the projects she was involved with was for

waste management in Monmouthshire council.

They had to introduce eco bins for food waste,

but found people are reluctant to change. So

they had to incorporate some sort of sly scheme

to get people to change. The technique they

employed was to use peer pressure; by using

the people who are willing to participate in the

scheme they can use peer pressure to get those

who dont use the bins to start using them.


Will we use it to trick them into buying more stuff they dont need or will we use it to share ideas that really deserve to be shared?David Berman

Understanding Our Product Pecha Kucha


Dr Wendy Keay-Bright

Understanding our ProductThis workshop was for us to get into our target audience and find out what they

actually need from the product, and how the product makes them feel. In simple,

how to make them engange with our chosen product.

We were given some tasks to complete. Each involved writing on post-it notes.

The first was to write any assumptions we have about the product.

Secondly we had to write down how this bag made us feel.

Thirdly, what do we value about this product.

Fourth, we had to say how the product would be used.

Fifth, we had to talk about what difficulties there might be with our product.

We found that the feelings and values about the product sometimes crossed paths.

For example We felt like we could do more if we had a bag, and we also valued

that fact.

Role PlayingI did not attend. I felt it would not be a

constructive use of my time. The task was to take

part in a role playing activity where one member

of the group pretended to be the target audience

who would give a fictional story about the product.

Because the member of the group would have to

give a fictional story about the product, I felt as

though this could be done at any time and wasnt

an important factor in reaching our final outcome.

The first workshop was a lot more useful than the

second. In my mind.

Dr Wendy Keay-Bright

Olwen Mosely

Understanding Our Product Pecha Kucha


Pecha KuchaWe were tasked with creating a pecha kucha

presentation of our progress with our project and

where we were going to go next.

At first our group panicked as it reduced the ammount of time we had to work on our project. But

anyway, we got it done and presented it to the other groups afterwards was given feedback by Olwen.

She praised us on the quality of research we had done and also the compitence of our presentation

skills. But then she explored with us where we could go for our final outcome. And it became

apparant that she hadnt been briefed on what we were doing properly. She gave us ideas on how to

make each of our products more sustainable or how to package our products more sustainably. To a

lot of other groups this confused them a lot more as they hadnt grasped the brief properly either and

sent them off on all sorts of tangents.

So to make the most of this workshop I used it as an oppurtunity to gage where we were on our

timeline, and to see how much work we had left to do.

Olwen Mosely


When there are tiers of meaning in an ad it intrigues the audience and they look for it again and again. William Shanter

Stainless Steel Leather Cotton


Stainless Steel

The two key ingredients of stainless steel are Iron Alloy and

Chromium. By adding the chromium it stops the iron alloy from

corroding, making it long lasting and appealing in looks.

The DiscoveryMetal has been around for hundreds of years but was enginered

to stop coroding in 1821, by one Pierre Berthier (a French

metallurgist.) It wasnt until 1912 when the stainless steel we

use today was created. It was first used for cutlery sets, most

commonly known for in the Savoy Hotel in London.

The Making ProcessIt starts by blowing up the ground with explosives. Then

the rock is grounded up and using powerful magnets

the iron ore is sperated from the rock. Then the iron is

heated in incredibly powerful ovens and mixed with lime

to extract all most of the impurities to make it a stronger

material. Then the raw iron is left to cool as giant slabs.

To turn the raw iron into Stainless Steel, the iron is melted

again and pure oxygen is blown through the melted

iron reducing the impurities again. Once this process

is completed, different kinds of metals can be added to

create different types of steel. To make stainless steel you

add Chromium.

These slabs while still at a temperature between

1,100 - 1,300 degrees centigrade are rolled out to create

sheets between 65mm and 25mm thick. Once the steel has

cooled down it is then rolled back and forth again between 3mm

and 65mm. From this point the sheets are cut into different sizes

and then ready to be shipped off to customers.

Where It Comes FromChina has the biggest export of iron ore by more than 700

metric tonnes. The largest stainless steel factory in the world

is in Malaysia and in 2020 the 1.6 US Billion Dollar plant shall

produce more than 182,000 tonnes of cold steel in one year.

RecyclabilityStainless steel is 100% recyclable. In 2007 27 million tonnes of

stainless steel was created and 16 million tonnes of that came

from recycled material.

Stainless Steel

Leather



Where It Comes FromThe majority of leather comes from India. The conditions

for animals in India, particularly cows, are diar. The cattle

is malnourished and made to walk long distances to reach

illegal transport trucks to take them to the slaughterhouse. In

the slaughterhouse cows throats are slit while they are still

conscious. Of the cows that comes from India, 40% of the profit

comes from the cows hide; whereas in Britain, its only 20%.

The leather is hide is then taken to leather tanneries within

India. I managed to find a real life story of one tannery worker.

Chemicals such as chromium, acids and ammonium salts. All of

which have detrimental factors. If these chemicals are induced

into the body it can cause anything from leukemia to cancer.

Studies show that populations near a leather tannery have high

levels of leukemia. Click here to see the interview.

Leather

Cotton



Where It Comes FromCotton originally comes from a plant grown in fields. And the largest producer of cotton is America.

The plants are sewn by tractors with spreaders that sew as many as 10 to 24 rows at a time. After

6 weeks fluffy buds start to appear on the plants which looks like white candy floss. Because of the

money America has, cotton farmers use machines to harvest the cotton buds from the plants. This

cotton is then baled into giant loaf shapes weighing around 200k each. These loaves are then sold

to customers to be weaved into thread.

When it is woven, machines break down the bales, cleans the fibres and then lays them down next

to each other. These fibres then turn into yarn by spinning frames which roate at a rate of 2,500

revolations per seconds. This yarn is then woven using a loom as it has been done for hundreds

of years, just on a faster scale. Once woven it is then ready to be bleached and dyed into whatever

colour chosen.

SustainabilityCotton farmers still use pesticides. These can have health effects

on the farmers which are degenerate. The most popular illness

is leukemia. But it is a fact that in the past 5 years there has been

a 22% increase in organic cotton farming. All cotton can be

recycled again, especially in clothing as unwanted clothes can

be sent to developing countires for other people to wear.

Cotton


The last four years I have worked no more than ten days per month. If I work more, the itching starts. It is unbearable. The doctors ointment doesnt help much. But I need to work so my family can live

Venkatesh

Initial Ideas Narrative Our Mark First Ideas Refining Them Final Outcome


Initial Ideas

The Bag TagOn screen would be an advert, telling people to look out for a

tags on the leather satchels that they buy

The print would be a tag that went onto the bag which had on

it the life story of the bag (where its come from, who made it,

what went into making it etc.)

The Bag BookOn each leather satchel would be a printed booklet explaining

the steps that go into creating that bag.

On screen would be an advert which would appear on youtube

adverts and also on television ads telling people to look out for

these books that were attached to bags.

The Schools InitiativeThe printed outcome would be a booklet giving certain

information about leather products. The booklet would also hold

a weblink for the children to go to with their parents when they

got home.

On screen, after the child and parent has loaded the webpage

from the booklet, would be an online quiz/game that would

involve both the parent and child.

What Are You Carrying On Your Shoulders?Printed would be a poster that would advertise a website for

people to go to.

The website itself would explain to people the effect that the

satchel has on the people who make it.

We found that this idea could work across many levels for the

print based outcome as it lends itself to guerilla advertising. By

creating a Mark it would create curiosity among people to find

out what it meant.

Guerilla Advertising- Bag strap padding with printed Mark

- Moss painting of a Mark

- Get sports teams to hold a Mark

- Bus shelter posters of Mark

- Print Mark onto stuffing that comes in bags in the shop

The Guerilla Advertising ideas soon turned into something

major within our ideas. We developed the sloagans What are

you leaving behind for your child? and Who are you carrying

on your shoulders? These both fitted into the insights of our

persona. We then thought of what applications these slogans

could go on in relation to satchels:

- Straps

- Pin-ons/ Stick-ons

- Stencils for people to decal their bag with

- Keyrings to attatch to zips

- Bands to attach to bag straps

- Rain protectors



Narrative

The whole idea of this project was to communicate a narrative

to an audience; our audience would connect to a particular

narrative if he could relate to it. So taking into account the

tripple bottom line way of thinking, we thought our audience

would connect to a social narrative best.

So we then took all of our ideas and thought of which ones would work best. We

decided that we liked our Guerilla best. But during tutorials we realised that we only

liked it because it appealed to us the most, we didnt really take into account our

given persona.

So when we thought again we needed an idea that would force our persona to

interact with it. So looking back over our initial ideas we thought that a television

advertisment would work best as he is forced to watch it when hes watching TV. So

that took care of our on screen.

For the print based outcome we thought that the stuffing that you get on the inside

of a bag would work best as he is forced to interact with that in order to use the bag.

It also had another ecological benefit in that we werent adding any more materials

to the bag as we were using whats already there, as opposed to adding more

material like straps for the bag.



Our Mark

We knew we needed a Mark to symbolise our campaign. This symbol would go

alongside our slogan Who are you carrying on your shoulders? So we thought

about ideas that would tie with carrying on your shoulders. For my sketches of our

symbol i chose abstract images/ lines I didnt want to be too literal with the mark.

Plus if I could create a line drawing that connected at the end then that would tie

into the idea of sustainability and the cradle to cradle concept.

Our final Mark was designed by Tom. His idea

was abstract looking but wasnt too abstract for

people to not understand what the image was.

The chosen Mark is in the banner at the top of

the page.

Our Mark

Initial Ideas Narrative Our Mark First Designs Refining Them Final Outcome


First Designs

StylisingThe logo Tom had made was a single colour vector image. It looked very clinical and

lacked personality and empathy. So I thought the way around this would be to create

the image by hand; have uneven edges, blotchy colouring. The personal touch.

First Ideas



Start of the InfographicsWhen Tom mocked up some page layouts we decided

immediately that we didnt want it to be too text heavy. So the

way around giving information quickly and clearly was to use

infographics. So again in-keeping with a house style, I made the

images hand drawn. I also at this stage started playing around

with my own hand drawn typefaces.



The TypefaceI wanted a typeface both for the headings and for body text. So

for the heading typeface, I chose a condensed capitals similar

to that of Bebas. The letters themselves didnt have clean edges,

werent fully coloured in, werent symetrical; so they looked

hand drawn in simple. The body text was a lowercase geometrial

typeface. As it was drawn by free-hand, I tried as much as I could

to keep them symetrical but this is physically impossible.



The VideoOur initial idea was to have someone as a

narrator explaining what our campaign was

there for. In order to keep it engaging we wanted

something where the filmed person could

interact with computer based images that would

be added to the back ground later.

We thought for our narrator that it would work

best if we had a young person to speak. As our

target audience has a child of his own and we felt

he would pay more attention to the advert if the

voice was of a childs. Luckily Tom has a 9 year

old brother who had an inset day at his school

and took the day to come up to Cardiff and help

us do some filming.

The FilmingThe filming couldnt have gone more to plan than we had expected. Jack (Toms brother) was shy at first but soon loosened up and was able to add

some character to the narration. We got him to incorporate some hand actions; for example when he raised his hand we would then try to animate

an image hovering on his hand.

The IllustrationsThe illustrations we had related to what Jack was talking about. For example he spoke about the products of the bag, and to his side the products

would appear. These products would then turn into the people who manufacture those products. Then the people would be placed onto a map of

the world showing the distances between where each product has come from in order to create the final satchel. These people then turned into our

Mark as the map of the world disappears. The people line up as Jack finishes his narrative. Then all by one people fade away and the one left. fills

the screen.

Click to activate



Refining Them

By scanning the hand-drawn vectors into the

computer we were then able to manipulate them

on screen using Adobe Illustrator.

After thinking about the material that the poster

would be printed on, we decided to change our

colour scheme. We found that we were able to

print on brown paper, which would darken the

colours we have and also give them a sepia tint.

And to keep things simple, were only using two

colours, marron and charcoal.

Refining Them



The VideoAfter a tutorial with Neil it was clear to us that the sound quality

of the video was not great as we had background noise of the

diggers outside. We needed to clear this up by using software

from the internet.

We also needed the title of our campaign; Who are you carrying

on your shoulders at the end of our video next to our Mark so

it was really emphasised to the viewer.

One thing we needed to do in our video, but we couldnt do

as we had a lack of time on our hands; was to make the intro

text act as though it was hopping onto shoulders, or the back

of a person. The way the text acts at the minute is a simple

kinetic type animation, but making that tie into the whole idea

of carrying someone on your shoulder would be great for

emphasising our campaign.



Final Outcome

Click to activate

If at first the idea is not absurd, then there is no hope for it.Albert Einstein



Conclusion

How I Felt Towards The Project Before I StartedIt has to be said that I wasnt hugely looking forward to the project. Sustainability

is like cleaning your room, youre always nagged to do it because you cant be

bothered. But when it is done, you usually are happy that youve done it. I knew

sustainability as a green box which you had to fill with used items that sat infront of

your house every Wednesday morning to be collected by some guys with facial hair

and gloves bigger than Mickey Mouse.

But on the other hand I was looking forward to learning more of the applications

that InDesign has available to use. Ive not created a journal before, so although it

was new to me I thought it might be a great idea seeing how my ideas came about

and also reviewing what happened over the 10 weeks.

How I Felt Towards The Project When I FinishedSUSTAINABILITY WAS MORE THAN JUST PREVENTING THE OZONE LAYER FROM

BEING DESTROYED?! The tripple bottom line way of thinking was completely new

to me, and was incredibly easy to understand. We all accepted

that we had a responsability to be sustainable in graphic design,

and we all accepted that the responsability started last year.

Ive personally been effecting the world for 19 years of its four

and a half billion years of existence and only been aware of the

ecological side of the effects Ive had for about 8 years. Ive only

been aware of the effects Im having on other people and on the

ecnomical system for the past 10 weeks.

I now feel more compitent with the utilities that InDesign has

to offer and see it much more than just software to use for page

layout.

I am grateful to everyone who has contributed to the making

of this project. But I do however feel as though the project

couldve been finished in less than ten weeks. The ammount of

research we have collected has seemed to

impress anyone who has asked us about

our research but this research couldve

been done in one week. Other areas such

as the designing stage could be done in

less than two weeks. I appreciate the time it

takes to get settled into new surroundings

again and also that tutors cant be on hand

every single second of the day as there are

other students to look after. But I do feel

that the time it has taken to do this project

couldve been shorter.

I feel the content of our outomces and that

we hit the brief with the outcome 100%. I do

however feel as though the style of our designs

let us down. The way we came up with our

style was for both Tom and I to come up with

some illustrations for the Mark. Tom has a style


What Have I Learnt?Ive learnt that sustainability is actually quite high up on graphic

design agencys lists. It could affect my chances of getting a job

if I do not take sustainability more serriously.

What Have I Appreciated About This ProjectI appreciate the time and effort both my tutors and outside

lecturers have taken to help us learn. For that I would like to both

congratulate and tank them for helping me understand what I,

both as an everyday person and as a designer, is involved in. I

appreciate also the ammount of effort it takes to work as a group

to compromise and also to communicate with each other. Ideas,

I have noticed, if not communicated properly can get pushed to

the side and dont have the chance to evolve into a great idea.

What Would I Have Changed About My Approach and My Designs

I wish personally I worked harder to work with my group. The

way I manage my time was completely different to the other

two peoples time management, in my group. The effects of

which led me to doing the least work within the group and I do

feel bad for that.

which uses vectors and is very infographic-like. Although we

did use infographics in our designs, I feel that we didnt need to

use condensed type and block colour illustrations. I think if we

worked on it more and didnt just go forward with one style on

the table; that it couldve been better in that it may have suited

our target audience better as well as achieving an empathetic

style. That being said I am pleased with our outcomes as they

are.

Show up. Pay attention. Tell the truth. And dont be attached to the results.Barney Bubbles

my journal

Documents

cedar logs

pencil target audience

pencilmy family treeas

graphite lead

strong rope

northern california

avocation thats

freedom mankind