Week 12 - Society and purpose
Promote and Test
Weekly Learning Objectives
You will be working towards achieving the following learning outcomes detailed in the Assignments tab:
LO2: Contextualise – appraise the social, political and historical contexts in which design practice operates.
LO3: Analyse – evaluate research findings and use sound judgment informed by critical debate at the forefront of the academic discipline.
LO4: Distil – position a creative, strategic insight that has been distilled and refined through an informed investigation.
LO6: Make – select and utilise relevant tools, skills and technologies in the delivery, iteration and sustainable production of an outcome.
LO7: Collaborate – demonstrate inclusive and empathetic strategies to plan and execute a project across distributed collaborative situations.
LO8: Design – realise a final solution that evidences its strategic journey and clear relationship between form and function.
Week 12 lecture - Promote and test
Lecture video - Stuart Tolley
During this last lecture of module 720 we examine, promote and test, launch and evaluate. We watch a series of short videos to show how design can solve the answer.
Landor
This video is presented as a playful infographic presenting the problem, concept and how it was resolved.
Aims and objectives
The Central Park Conservancy works to restore, maintain, and enhance New York City’s famous Central Park. With a grant from the Alcoa Foundation, the Conservancy enlisted Landor Associates’ New York office to collaborate on a new rubbish and recycling initiative. Through industry research and prototypes, the team at Landor helped the Conservancy develop a multi-addressed approach to address the park’s recycling and sustainability challenges encouraging visitors to use the bins.
The new design featured a suite of three receptacles to encourage visitors to use the recycling bins. They were all colour-coded and had different-sized openings to make sorting more intuitive. The design not only blends perfectly with the vernacular of the landscape – mimicking the look of the park’s benches – but also encourages recycling through ease of use.
Innovative design changes user behaviour
To encourage the change in visitor behaviour, the design team employed colour-coding and different-sized apertures to make the act of self-sorting recyclables more intuitive. The tilt of the vertical slats, the spiral gesture of the barrel and lid, and typographic placement were all utilised to draw the user’s eye up and into the receptacles’ apertures and reinforce decision-making as users approached the bins.
“After installing the receptacles, Central Park saw a 35% increase in recycling – and a decrease in the number of rodents and pests. Strategic bin placement has allowed the park to cut down on the use of trucks to collect trash.”
Good design is responsive, collaborative, effective and a legacy
Rewriting the code - Gender equality campaign for international children's charity Theirworld
The second video explores and exposes the hidden values and behavioural codes of gender inequality by raising awareness of the obvious – and less obvious – attitudes that prevent girls and women around the world from achieving their full potential.
This clever campaign was launched on International Women’s Day and shows the development of a Theirworld initiative, aimed to give girls access to technology to increase their learning opportunities.
The aim of the #RewritingTheCode campaign is to expose the hidden codes and values that shape the world around us, and ask questions such as: ‘Why don't girls around the world have equal access to education? Why don't women have equal pay in the workplace?’
Why is there a need for a global design practice?
The more prominent agencies have evolved over the years to meet Global Trends by bringing multiple services under one roof.
SuperUnion was formed in 2018 by merging five of the top agencies. By doing this, their clients have access to a broader range of services all under one roof, and they are able to offer a more streamlined service. It is these united and creative thinking methods that create a bigger, all-encompassing studio that can rethink business culture and experiences.
In today's dynamic market landscape, clients seek integrated solutions across various platforms and mediums. By merging, agencies can combine their expertise in branding, advertising, digital marketing, and other related services to provide comprehensive solutions under one roof. This not only streamlines the client-agency relationship but also enhances efficiency and effectiveness in delivering campaigns. Additionally, mergers allow agencies to pool resources, talent, and technology, enabling them to compete more effectively on a global scale and navigate the evolving demands of the industry.
Overall, by merging and offering a broader range of services, agencies like SuperUnion can better meet the diverse needs of their clients and stay ahead in the competitive advertising landscape.