Senior Thesis: Process Blog

Brainstorming: The Final Stretch

Project Title: "SWITCH..."

Branding: 
- Versatile, mutable logo
- No set color scheme- vibrant logo combinations as the backdrop for my project presentation
- try and get skis otherwise cut from 1 in x 12 in x 8 ft planks on the bandsaw, printing the top and bottom sheet and covering in laquer
- make and print a branding book

Skis:
- Concept 1: NASA
- Concept 2: Nutrition Label
- Concept 3: Geometry

FrankIdeation.jpg

 

 

Sydney ShafferComment
SWITCH

Logo Development for the project "SWITCH," a campaign that brings awareness to the climate, its changing patterns, and our impact. This campaign is focused on skiers, targeting a group that cares about the environment, relies on the environment to do what they do, and a community that should take responsibility in having a positive impact where they have the means to do so. 

Change needs to be made on a global scale, however through this campaign, I strive to have a tiny hand in raising awareness, and raising money, with regard to climate change and the future of our earth. The mentality has always been to leave your children with something better, and for one of the first times, we are doing just the opposite. Climate change is one of the most pressing issues of my generation, and an issue that it is truly up to my generation to have any impact on. We are on a decline, as NASA says, in flux. There is visual evidence of environmental issues, and it is up to us to recognize those issues, understand those issues, and do what we can to make a change. I believe that one of the best ways to have impact, is to be educated on the problem at hand. Through this project, I have worked to better understand the problem, how it relates to skiing, and come up with a response to the problem. 

After looking through NASA's "Images of Change," I was inspired by the clear differences shown in the images, and further, saw a way to incorporate these images into design. The bright colors and interesting patterns were aesthetically pleasing, contrasting the harsh and sad reality of what these beautiful images represented. 

https://climate.nasa.gov/images-of-change?id=640#640-snow-drought-in-the-southern-rockies

https://www.forbes.com/sites/trevornace/2017/01/23/nasa-released-30-years-before-after-images-around-world/#20c85a5719ab

 

SwitchNASA.jpg
Sydney ShafferComment
Small Group Discussion 1/10

Who is my audience? The consumer, and then everyone else...

Generate ideas, then notice patterns. 

Awareness of the problem and the call to action. 

"Ask me about" buttons

Statistics

Instead of writing in full sentences, can you break it down so someone has to question? 

Come up with some simple categorization system

Would I engage? 

Skis lead to a website with a fact- branded or visible to show that someone can look this up. 

Choose a name that sticks- is the goal to look it up after? 

MTV's GYT campaign- catchy but ambiguous

Trendy not preachy

OBEY

How can you advertise through photos? Make mockups

Daily occurences of climate change. 

Sydney ShafferComment
December Review

Notes from my December Review:

  • How is the aesthetic "cool," how are you adding messaging to the aesthetic? Is it a call to action? 

    • Who are you talking to? Where is the conversation? Redefining messaging? Synergy between? Synergy between visual and verbal. 

  • When this product moves through the system, how many people does it impact? 

    • Think: the lift line, the manufacturers, etc. 

    • Methodical analysis of who sees what part, and when do they see it? 

  • How do we encourage people to be an agent of change? 

  • Top + Bottom interaction- how do the audiences change from the vantage point? Am I working with a 2 canvases? 4 canvases? 

  • "Ask me about" buttons- encouraging people to engage in conversation. 

  •  What is the individual contribution to the collective action?

  • Play with age and who I am talking to- am I making childrens skis? Adults skis? How is that impacting each different audience? 

  • Truisms or calls to action? 

  • What is our compensation for building skis? 

  • Have the questions, not the answers

  • What is the level of individual action?

Sydney ShafferComment
Call with Ellen Rutt
  • trying to get a one-off is really hard
  • cast a pair of skis in some sort of material and create a mold | cast in porcelain - commentary on the fragility of the environment
  • print designs on an adhesive vinyl
  • weave in the idea with the prototype
  • impact of the real object- without the real object
  • take the parts of that
  • necessity of maximum impact- physical object, whether it works is more or less important. 
  • act of recycling uses a lot of energy, where is the energy coming from
  • acknowledge the paradox of our existence
  • we aren’t going to stop producing objects, so if we are not going to, how do we continue
  • how do ask these questions knowing that the system is fucked but also hoping to highlight some ways that shed light on the subject
  • MOMENT
    • sent the past work and general idea, the vibe of our ski company and the graphics we put
    • women skis, wanted them to be a bit gendered towards women
    • provided 5-10 initial sketches
    • refined from there based on feedback
    • they sent a template  and worked with the template
  • don’t concern yourself to pleasing just them - remember that whatever they think, other people exist
  • simpler you can make the initial idea and the more you can deal with the core concept the better off you are
  • keep it small and really refined
  • focus on one thing remembering that it is just for now
  • Ellen's IP: collages/digital collages that were environmentally focused, different pieces of global systems interacting, people shopping for iPhones combined with people making 

 

 

Sydney ShafferComment
Sketches

I began the day working through some early sketching- seeing what I had for the purpose of organization. 

EarlySketches.jpg

One of the first messages I am sketching is the idea of Renewable Energy. Ive been giving this idea a lot of thought. Climate change is a pressing issue that is causing early season snowfall to be limited. 20-30% of revenue comes from Christmas week (fairly early in the season), according to Powder Magazine. With limited snowfall due to rising temperatures and irregularity, mountains are forced to make snow to compensate and make the necessary revenue. Snowmaking, however, is one of the most expensive mountain operations using around 1/2 of a resort's energy budget each season. At the World Climate Summit in Paris, the 100% Renewable Campaign was announced, working towards 100% Renewable Energy among all US Ski resorts and mountain communities. Right now, we are in transition working towards this goal, some resorts already successful in this endeavor, using solar and wind power as renewable resources. I want to focus on these two forms of renewable resources to raise awareness of these transitions and highlight this cycle that occurs- climate change decreases snow, decreasing snow requires snow blowing, snow blowing uses energy, non-renewable resources have a negative impact, worsening climate...and repeat. With this transition to renewable resources and zero net emissions, US mountains are taking a stand, and it is one worth highlighting. 

In my early sketch, I use shapes and lines to show the relationship of the earths core, to the sun, highlighting the resources available as an alternative to non-renewables. Inspired by the style of RAMP Ski designs, I exposed the wood core underneath the illustrations. 

A second idea I am working towards uses sunglasses, inspired by retro styles and 80's ski style, to create a vibrant, and whimsical design inspired by an object that "protects from the sun." In this case, it is the warming earth, and using the sun as a resource for energy. 

RenewableEnergy.jpg
MoodBoard_80sSkiStyle.jpg
Sydney ShafferComment
IP Review Prep- Thesis and Presentation Development

Working Thesis: 

Untitled is a collection of five snow-ski designs that address issues of climate change, encourage environmental awareness, and inspire action, specifically through the lens of skiing and the winter sports community. Untitled engages the audience, asking them to help preserve our winter landscapes and environments, because as Jeremy Jones, founder of the organization Protect Our Winters says, "We all need winter". 

After reviewing, we discussed restructuring the thesis to have a more problem/solution format, and the inclusion of more words extracted from discursive design language. 

Climate change is a global issue, but one that has a large and direct impact on the winter sports industry. Untitled is a collection of five snow-ski designs that recognize issues of climate change, provoke thought, and inspire change, helping people to better comprehend a global issue, on a smaller scale within the niche of skiing. Untitled engages the audience, asking them to help preserve our winter landscapes and environments, because as Jeremy Jones, founder of the organization Protect Our Winters says, "We all need winter". 

Sydney ShafferComment
"BURTON SNOWBOARD DESIGN GETS A BOOST FROM AN UNLIKELY SOURCE"

Article: May 10 2016

Burton snowboards ran a program where they brought elementary school students in to help design the new lines of Burton Kids Snowboards. Their conclusion was that the "future of snowboarding is in good hands." This statement resonated with me, the idea that change is going to start with youth, an idea i have had in the back of my mind as I have continued to do research. These kids have the passion to make change going forward. They don't necessarily know the issues facing them and the environment, but they are the ones that need to be rallied in the drive to make change, harnessing their passion in a productive way. 

https://www.burton.com/blogs/the-burton-blog/burton-snowboard-design-gets-boost-unlikely-source/

 example image from the article

example image from the article

Sydney ShafferComment
Recycle Your Product, Give it More Life- Rambling Reflection

lifespan goes beyond when you buy something and it comes off the market. the core of skis comes from trees, the fiberglass, the plastic etc, it all comes from somewhere, created by some process, developed from some raw material. You use your skis and then what do you do? Not enough focus is placed on what happens after. We need to keep them out of landfills. 

The materials can be recycled, just look at Burton. Adirondack chairs are great, don't get me wrong (I have two), but there are only so many you can have. Salvage what you can, reuse materials when possible, give it longer then the time that it is under your feet. 

Sell, Donate, Repurpose, Recycle. 

Competitive skis, for example, have a very short life span. Competitive skiers own a lot of skis, wear them down, and move on to the next pair. Whether that is because they grow, they are too worn down, or there is a new model or style. These skis can be reused, passed on to someone that will not do the same sort of damage to them, or require the same amount of strength. Competitive skiers aren't going to use less skis, or extend their lifetime beyond when they are safe on a competitive level, but is there anything that can be done after? 

Look at climbing ropes: they become worn, they become unsafe. This isn't to say to use them beyond their life, but what happens once they are no longer strong enough to hold someone? Climbing ropes can be recycled by melting them into nylon pellets, which can be remade into common household items. 

Burton reuses parts of their boards when possible.
"In addition to our lifetime warranties, we are working to design our products for end of life solutions. If a product comes back, we first aim to repair it, but if we must replace it, we work to keep everything out of the landfill. Last year, we saved 60-85% of every board from the landfill by upcycling into things like the sample holders for our local breweries, shelving units, and employee name tags. We’re also entering into a partnership with our local trash hauler to grind up all of our used product for reuse." https://www.burton.com/us/en/sustainability-product

Sell: what are they worth? age? use? days on snow? initial price? keep the lifetime long. 

Donate: adaptive programs, young kids. 

Recycle: find snow sports recycling programs that turn them into chips and then use them for other products. SIA Ski Recycling Program has recycled over 500 tons of used ski equipment to manufacture other sports gear. 

 

Sydney ShafferComment
Input vs. Output: Rambling Reflection

The ski industry and outdoor industry requires a lot from the environment to exist. To do what we love takes a lot from the environment, but what we give back, besides passion and immense gratitude, is very little. There are leaders in the industry taking charge in this fight against climate change, but it needs to be an awareness among the average skier, athlete, outdoorsman. 

The energy and environmental impact of chairlifts, of snowmakers, of creating skis and apparel, to run lodges, transportation and grooming...the list goes on, is huge. It all has an impact. We know that we need these things to continue to do what we do (or do we?), but we also need to care the MOST and have the MOST awareness of the impact that these things have. The environment isn't getting better. The earth isn't cooling. The altitude where snow is present is higher and higher. With every impact we have on the environment, we must have an awareness, or make a change. 

Perhaps changing to renewable energy is the way in which we give back.

We need to give back, not just take. 

 

Buzzwords: intake, reciprocation, awareness. 

 

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Paula Scher

BIO: https://www.pentagram.com/about/paula-scher

https://www.fastcodesign.com/3043997/graphic-designer-paula-scher-i-figured-out-every-identity-ive-ever-done-in-a-taxicab

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