final brand book

Event Planning Update

At the last meeting…

We discussed food/menu planning, outreach and event structure:

Food/menu planning:

Myself and the chefs from Loaves and Fishes and Besaws met on Thursday to discus the menu and where to get the food from.  We decided on a seasonal vegetarian harvest dinner that will look something like this – much of the meal, including one of the entrees will be vegan/gluten free:

• Roasted beet salad with dijon apple cider vinegrette
• Kale/potatoes/other vegetables as sides
• Fall squah en crutte (baked wrapped squash dish)
• Harvest Rague w/ brown rice
• Fruit and cheese platter for desert

We are going to look for this list of vegetables and then adjust the menu according to what we can find, preferably donated, or what is available to buy:

• Pears
• Apples
• Bermuda onions
• Leeks
• Kale
• Brussel sprouts
• Squash (multiple varities)
• Grains
• Potatoes
• Sage
• Chives
• Beets
• Carrots
• Hazelnuts
• Mesculin/baby greens

If you have garden or farm connections and have some of this stuff available please let me know along with the quantity.  We are looking to source all of our food within Oregon – with the one possible exception of some stuff just across the river in Ridgefield – it will certainly all be from the NW – we discussed the definition of local some and are open to still having more conversations about this as we continue to line up the produce.  We talked about getting donations from the different student gardens around town and Katie offered to help with this.  The goal is to start lining up specific donations or orders starting on Monday, November 9th.

I will be creating a map piece showing where all the food came from that will go with the dinner.

Event structure:

We talked about a variety of different ideas for the structuring the event.  We discussed using the real food wheel or something like it (attached) as a way to capture the different ways people are working on food issues.  One idea was to have it on butcher paper on each table with the four quadrants facing four different people – then as things came up in the discussion the appropriate person could record this – we could then combine all of this afterward and make it available. We also talked about different options of having speakers from tables, facilitators, designated tables for different subjects, having several short speakers to spark conversation – perhaps including an open opportunity for someone that came to the dinner.  The rough timeline we are working on based in part on recommendations from the Loaves and Fishes people is:

6:00-6:10 people arrive and sit
6:10-6:15 introduction
6:15-6:35 people move through line – get food
6:35-7:45/8:00 event program

Poster preview

Thesis Introduction

“We Love Dreamers”

Oregon’s state slogan (2003-present)

Oregon has a great potential to become a local, sustainable food system. Many vegetables,

grains, and fruit thrive in this region due to the fertile climate. But, for reasons unknown,

access to these foods can be difficult.  The most obvious way to find them is at farmer

markets, where local farmers and food producers sell straight to the customer. However, less

than 5% of Oregon consumers are able to buy their goods at these events. Attending a

farmers market requires reliable transportation, extra time on your hands, and a lot

of “going out of your way.”

Many Oregonians, for that matter, are limited to proximity shopping at the nearest

grocery store. Here they find some local foods that are priced often higher than competing

imports, despite being grown in the region. The lack of an efficient distribution system

for local food is a problem, because it discounts the value of the local producers, and

taxes the consumers that rely on an industrialized industry to determine what they can eat.

Where Im coming from

Industrialized Foods vs Local Foods

Industrialized food systems have a major problem with perishable foods. For one,

perishable foods steal non-perishables profits. The mission of processed foods is to

commodify foods that can be packaged and shipped globally.

The ability to process corn and soy(energy and protein) into a varied cast of different

products has allowed an entire industry of packaged foods to take over the market.  Now

that modern agriculture practices have taken control over nature it is now possible to

transform corn into complex food systems. One possible threat to the industrialized

system is the existence of a local food industry that focuses on fresh product for the

consumer. One could hypothesize, that the destruction of local foods in supermarkets is

imperative to the growth of an industrialized industry.

——————————————————————————————-

It is my goal to spearhead a full investigation of ideas that can help further the

success and determination of a local food distribution system. The study will involve

many voices on the issue of food systems. Food experts, farmers, local government,

and local community, all have a valuable perspective in looking at the problem. It is

my idea to offer an opportunity for these voices to have a conversation about the possible

solutions for a local foods system.

—————————————-

Event

——–A Community Banquet——–

OBJECTIVES:

• Engage all universities in the city - create dialogue among students
• Bring students together w/ elected officials and low income folks -
• have discussion about food systems, sustainability, poverty, and food policy
• Forge Local policy to construct a local food system
• Facilitate open process, youth voice in policy decisions.

Dinner in November: Find date, Tentatively Nov. 19th

Possible venues -

Sisters of the Road,

St. Francis Church

Portland Rescue Mission

Student Enhancement Inc - N. Portland

Food For Thought

First Unitarian Church

Native American Center

Abernathy City School

Groups I am currently working with

Oregon Food Bank

Multinomah Food Council

Lewis and Clark University

Budget and Spending

Some $ available, Friends of Family Farmers - donate produce for dinner and participate

Community Food Security Coalition - build food system in local communities

Aim to feed 150 people

A Social Practice Experiment?

Methodology

Although we are continuing to evolve this idea, we are planning to have prompt cards

at each table that facilitate dialogue on a certain subject. Each table will be have focus

on a different aspect of the food system. For example, one table might be wages for

Farmers, while another topic may be health and nutrition in Public Schools. The idea

is to have every member of the audience share an experience relating to their table topic.

Also present at each table will be a facilitator who helps to collect data and also keep

content on track.Results will include a documented Presentaion of our findings and process.

We will provide process notes, photos, and data charts that reveal our findings and research.

We will keep careful account of what we learn during this campaign and event and discuss

our results with the class.

Designing The Dinner

Possibilites for Event Name: branding/copywriting

ex: Food System Dinner Building a Community Food System

A Dinner and Discussion

I need a Hook – one or two sentences of description/explanation

This event will be a celebration of local agriculture and a place to discuss the different

ways people are working on food issues: anti-hunger, social justice, sustainability, local

economies, health and nutrition. Students from campuses throughout Portland will join

farmers, related organizations,community leaders and organizers to exchange ideas and

perspective about our regional food system. Giving Thanks for “Thanksgiving.”

Deliverables

• Promotional posters
• Invitations-for city officials and community leaders
• Dinner cards
• Info graphs of local food systems
• farmer profiles
• nutrition info graphics
• possible pitch book for public schools food programs w/local food

Aesthetic+Stylistic Inspiration

————————————————————–

———–old signage can capture the spirit + romance of the good ole days——-

Visual Image

timeless, retro inspired, hand crafted or non-digital in appearance

Crafting a sense of a local community driven partnerships+cooperation is the goal for

the look and feel. I want the design to inflict a sentiment of quality, hard-work, honest

and upright values.

The info graphs I am hoping to design will be a mix of old look with smart modern design.

These graphs below interest me visually and demonstrate a confidence in understanding

and explaining complex data.

Anywhere But Here

Reading Responses

 

New Age Marketing techniques

Many Product teams have developed new methods of research to find the focus of target users. The invention of personas and fictional characters to identity and define target audiences helps to achieve a rounder understanding of them. The article, “Personas: Practice and theory,” by John Pruitt and Jonathan Grudin, looks into Persona research methods that have been worked successfully. 

First the article enlists the problems that conspired through the poor execution of Persona development. One initial dilemma was connecting the message to the other members who helped in the development and testing process. Other problems included character profiles that were not believe-able, and also a general lack of support for them among different levels of the staff.

The successful model is explained in a long research process that entails collecting existing market data and fleshing out high priority segments through marketing interviews and serving focus groups. Typically a persona group will be 3-6 characters they can manage. In all persona efforts the team issued a foundation document that acts as a storehouse of information. It has pictures, photos, reference materials, and others clues that are are accessible to all staff by an internet site. The foundation documents also contain common beliefs and activities of the characters.

Ultimately the use of personas will create amore human centered perspective on issues facing customers and clients. The human participatory design focuses on the eventual users of the system or applications. It has the goal of equipping developers with user behavior and enlists the developers ability to anticipate their future behavior.

Art as a trigger for experience.

 

So can we choose the experience for the beholders?

Successful graphic design connects the viewer to new ideas with little process time. The audience is immediately hit with wide variety and sensations-passion, surprise,  and “new perspective” to name a few. How does the graphic designer control and deliver these emotions?

In the article, “Conveying Emotion Through Design,”by Sagmeister, the question is asked whether it is it possible to touch someones heart through design. Clearly it can be, but, what is the formula, and how does someone go about doing it.  Speaking from the heart and being honest through art can be effective in creating meaning-ful messages. But do designers always work on projects that allow flexibility to go in direction towards this? What is our destiny as designers if we consistently create commissioned work that is deviod of feeling. 

Can Graphic Design can rise above the content?

On a mission for learning the best action can be to listen. 

Shelley Evenson will tell you…

“To research an experience…is to experience it.” 

Careful exploration of everyday narratives can reveal complex pathways for designers find meaning, and ways to better communicate meaning.

Conducting research into the depth and experience in peoples lives can be a delicate and tender path to walk. A method of research explored and kindly suggested by the article is to get as close to the experiences as possible by inviting story-telling processes. Documenting the heart of the experience starts by collecting the patterns and artifacts of story. From this selective inquiry, designers can have a clear view into lives of people, and thus form better ways to reach and provoke them with content. 

 

Cultural Probes-The good, the bad, and the uncertain

 

Empathy and engagement can lead to clues about peoples lives and thoughts

 

Cultural probes first appeared in this article the the dude William Gaver.

In his project, “The cultural probes—these packages of maps, postcards, and other materials—were designed to provoke inspirational responses from elderly people in diverse communities.”

The team of designers offered packages of cameras, postcards, and other materials to collect emotional and sentimental responses from the audience. This experiment proved to be very successful in gaining a strong inspriration for their project. The articles declares that data was not the pursuit, but rather they were attempting to inspire ideas. 

This seperation between data research and inspiration information is an important view on Probes. One of the reasons why designers are critical of probes in marketing strategies is because companies strive to exhaust all possibilities of gaining data through probing. This takes the sincere angle away from their platform and can yield suspicious activity for collecting personal information from people. I believe they can lend a great service of perspective for an audience if they are sensitive in their application. 

 

 Audience as Co-designer: Participatory Design of HIV/AIDS Awareness and Prevention Posters in Kenya

By Audrey Bennet and Steven Heller

In a nutshell, Bennet is exposing the possibility of audience participation in a design process. In researching design poster for an Aids awareness campaign in Kenya, a group of designers placed members of the community in the lab to contribute ideas. The designers discovered the natives had more knowledge concerning methods to of the communicate the message.

In theory, The research is advocating more participation among the audience in the field of design. I think this idea works great regarding social research and marketing.

Dada

Dada is a cultural movement that began in Switzerland, during World War I and peaked from 1916 to 1922.^[1] The movement primarily involved visual arts, literature—poetry, art manifestoes, art theory—theatre, and graphic design, and concentrated its anti-war politics through a rejection of the prevailing standards in art through anti-art cultural works. Dada activities included public gatherings, demonstrations, and publication of art/literary journals; passionate coverage of art, politics, and culture were topics often discussed in a variety of media. The movement influenced later styles like the avant-gardeand downtown music movements, and groups including surrealism, Nouveau Réalisme, pop art, Fluxus and punk rock.Harold Fletcher

Learning to Love You More 

I find Harold’s work compelling and joyous, and the interview article was entertaining and inspiring. The work he commits is greatly humorous and endearing. 

I believe their is a great dis-connection between artists and society. This art is great to reward and recognize the beauty of our everyday tasks and routines. His power to unveil the universal experience in that every person is common to makes his projects relatible to everyone. 

He has succeeded in “trying to make work that would function without special art knowledge.” The great break through for me when i read his articles were his exceptional integration of art into a realm so most people get-it. 

Their is sense of thrill and adventure in his interview that captivates me. His projects are live experiments and unfolding stories. I feel quite attracted to events that offer real experience. Sometimes what you need is somebody to prod you into having a real experience as opposed to a TV experience.