Professor Peter Gurney: Consumerism / lecture

11 January 2016

Lecture: Consumerism
By prof. Peter Gurney

Consumerism vs. Minimalism

consumerism - 1: the promotion of the consumer's interests. 2: the theory that an increasing consumption of goods is economically desirable; also: a preoccupation with and an inclination toward the buying of consumer goods.


The last lecture about globalisation has already touched the topic. Today professor Peter Gurney, lecturer in the history department at the University of Essex and author of ''Wanting and Having'' (Popular politics and liberal consumerism in England in 1830-70) book, published in February 2015 by Manchester University Press, presented its full analysis with more details and points for consideration.

Description

''Nineteenth-century England witnessed the birth of capitalist consumerism. Early department stores, shopping arcades and provision shops of all kinds proliferated from the start of the Victorian period, testimony to greater diffusion of consumer goods. However, while the better off enjoyed having more material things, masses of the population were wanting even the basic necessities of life during the 'Hungry Forties' and well beyond. Based on a wealth of contemporary evidence and adopting an interdisciplinary approach, Wanting and having focuses particularly on the making of the working-class consumer in order to shed new light on key areas of major historical interest, including Chartism, the Anti-Corn Law League, the New Poor Law, popular liberalism and humanitarianism. It will appeal to scholars and general readers interested in the origins and significance of consumerism across a range of disciplines, including social and cultural history, literary studies, historical sociology and politics.'' (Manchester University Press, 2016)

Buying and exchanging goods for other goods/services or various form of payment, go as far back as ancient civilizations. Professor Peter Gurney focuses on the history of nineteenth and twentieth century, birth time and the most intense development of consumerist society. However it is arguable that the process has started during the Middle Ages. But definitely the origins of consumer society reach as far as the eighteenth century. It is time of imperial domination, exploitation of goods and commodities (import of goods, such as cotton, tea, sugar or spices) and slavery. It is also time of material culture explosion while production has become cheaper and more efficient. More people got more and more goods and new methods of labour control have developed. Fashion became more generalised in terms of gender (macaroni style). Consumer demand grew pushing new approaches into goods production (posh pottery, furniture, clothes etc.).  Considered one of the greatest critics and essayists in the history, English philosopher William Hazlitt, made an important critique also on fashion: ''Fashion is gentility running away from vulgarity and afraid of being overtaken.''

Consumerism ''kicks off in the nineteenth century'' (1840s) and starts its dominance hand in hand with capitalism (hegemony of the modern consumer). It includes simple transactions (produce-sell-buy) and all elements of citizen-consumer activities, such as education or health care. It gives job opportunities and improves level of life of worker class. Market expanded, followed by mass production. In the nineteenth century as much as now really... consumerist goods helped with classes identification, whether we want to consider society in diversified categories (classes) or not. The reinvention of Christmas shopping festival and department stores (Victorian invention) took place. In 1851 Prince Albert and Queen Victoria organised The Great Exhibition (with the help of Henry Cole – the inventor of the Christmas card). This enormous department store was held in newly built Crystal Palace in the Hyde Park and it aimed to show off and celebrate modern industrial designs.
However during the 1840s consumerist goods were restricted to upper classes. While some were enjoying their consumption, other were starving to death (usually poor workers) and had no basic necessities ('Hungry Forties').

Crystal Palace, Hyde Park, London (1851)

We have freedom of choice and competitive products and services to compare, especially now in the twenty-first century, market is overwhelmed with goods. This individual choices and possibilities define ourselves and give an impression of who we are. It has brought changes in economy and politics.

The Golden Age of Capitalism in Great Britain, was a period of economic prosperity in the mid-20th century which occurred, following the end of World War II in 1945 (particularly from 1949). It lasted till early 1970s and ended with economical crash in England in 1972. It was so easy to get a job then... you could go to work in the morning, quit and come back with another job in the evening. With time, more and more people became beneficial and being able to purchase things. Ordinary people weren't excluded from society anymore. Mass market has started expanding into unrestrained consumerism. Society was ''swallowing'' everything that word brought (constant dissatisfaction, lack of fulfilment, desiring possessions). The majority would simply absorb the domestic  consumption. Soon growing consumerism would meet religious opposition (antagonists) educating that it should be more restricted. Some started to identify the capitalism as a devil (demystification).

Consuming Anxieties: George Cruikshank

''A Swallow At Christmas'' (1841)  

However at the time of Cold War period capitalism was badly criticised what evolved into new idea of socialism and communism. In Poland it was hard time of Soviet Occupation (repressions, social unrest and economic depression). Communism lasted until 1989. During that time people were struggling to get any products in the shops. Stores were very empty until product would be delivered all at once and people would have to stand in the queue for long ours. People had tickets with restricted amount of goods they could get for particular period of time. Some would pay others to stay in the queue for their shopping (possibly the best consumerist position then was to be an owner of a shop).

In 1950-60s the consumer association has appeared, movement against capitalists exploitation. They wanted better value for money and they questioned the actual quality of goods; aiming to protect consumers (''Witch'' magazine articles). There is a special legislation for customer protection nowadays. Illustrative artists, such as George Cruikshank produced several artworks with graphic design character (that's sort of work considered as first graphic designs) - satiric images associated with politics (social or political critique).

Ingram Pinn
Financial Times, 13 August 2011

We're overwhelmed with goods and services now in the twenty-first century more than ever. We have rather high demands and expectations. It is perhaps caused by better comfort, access (online shopping, reviews), availability (also globally) and variety. We want more than we need and we have rather high aspirations. Consumption is celebrated. Market is so wide and so competitive. We live in the world where bank cards became people's identity. Most things can be purchased online. It's more convenient and less real - sometimes easier spent than cash, I guess.

Manufacturing is not as good anymore as retailers set minimum prices. Essentials are overlooked. Handmade and organic products raise their value and are often more appreciated. The scientific advances and technological progress turned our contemporary world upside down. Well-made (made to last) items that could be inherited by generations (such as clothes, furniture, domestic things) are replaced by cheaply made mass production. Even most expensive product is not necessarily good and can have very poor quality. Some cleverly done advertising campaigns have managed to develop great brand loyalty. However bad quality can be easily found and good one will retain as the companies are more transparent and they need to care about customer feedback.

There is a lot of negative aspects of consumerism, but there are some good sides too (cheap airlines and easy travel, shopping bargains on location and online). Fashion and trends are changing rather quickly. We have no choice, we have to consume, but it all seems to go in bad direction and eventual self-destruction, often without any consideration for future generations and bad or tragic effect on the planet. We're so digitally advanced, but the madness of Black Friday clearances seem to reach the same level of madness as during the 1900s department store sale sending 'You need it' message. I like shopping, it can be relaxing, but in times I feel it gets to much, for example before Christmas or on Boxing Day I guess when people go to get even more things they don't really need instead of spending quality family time. I think sometimes I fall for the brand and I stay loyal with some products I use like some cosmetics. In terms of food I completely don't trust brands any more. I found that often cheaper option could be healthier by simply reading ingredients and researching. In terms of fashion, as soon as I feel good and I look good I don't care about the brand or latest styles. But often even unconsciously we line ourselves with brands and linking physical goods, lifestyles etc.
I would like to be my own original style. I do get particular things in places like Primark. It all depends on what I actually need or want and its purpose. Most of all it is about the budget. I would often prefer to get something handmade like a piece of garment or furniture that will last longer - but it all depends on budget, if I can afford it or wait to save for better quality item. I don't mind mending things (especially for favourite things or those with sentimental value) or second hand things in good condition. I do love charity shops, where I can often find great and incredibly cheap things that look like new or can be used for art purposes. Some of them are also a great places for inspiration. People generally don't like to repair things. In some cases it may cost more or require more effort.

As graphic designer I think its important to make decisions based on knowledge and understanding of the choices/options. Graphic design is a creative, vibrant, productive and exciting industry where everyday things are communicated. However it is all controlled by consumerism. The most important tool enabling buy-sell consumerist action, advertising, directly relies on graphic design. It is extremely important to be responsible for creative outcomes and set a moral compass, ethics that are evident throughout the career. I think it is often forgotten that children are included in consumerism too. They grow up and develop their personalities based on what they see around them. It will be crucial thinking for me. While choosing either to take a project or not I'll keep that in mind. Although it will surely depend also on my financial condition - need for money going into necessities or luxuries. But I will never design something intending to manipulate people in harmful way. I will consider the background and the idea behind the project before I'll take responsibility for it. It's definitely enough insincerity or understatements within marketing strategies and I don't want to be part of anything like that.

Looking at the huge consumerist waste of visual communication work pushes us to think... where is the value of graphic design? Leaflets often go straight to the bin or decorate sides of the streets. There is no longevity in them at all and they function/purpose of making is usually ignored or dismissed. Packaging... most goes straight into the rubbish bin after use and hopefully reach the recycling cycle (it can be reusable so it is a good thing; function + longevity). However some graphic pieces are kept and collected. Many people stash things, especially when they're aesthetically pleasing. In fact I do that a lot. That's also a great source of inspiration. It is another important matter of good design. Some of them stuck in viewer's mind, having an impact on their thinking/behaviour. Consumerism has become a threat to the natural environment and basic needs for future generations. That's why conscious consumption and sustainability are extremely important. We're now far too close to the critical point of living. Negative consequences also include: global warming, animals extinctions, deaths, labour slavery, lack of resources, FUTURE.

It's quite funny or a bit sad that we always need more. Often people desire what others have. It becomes a habit to update things sometimes, such as mobile phones. Apple company makes so much money by producing slightly different shape for their product, adding few details... and suddenly everyone wants new phone. Personally all I care about is the quality of my phone's camera. It took me time to actually want to get my first iPhone. I had mobile phone with possibility of making and receiving a phone call, quite good camera at that time and Skype. I didn't have any desire for anything else. I got an iPhone with the same features now and few new apps I use, but every time I update my device I miss that old one just a little. I don't like that it becomes bigger in size. Smart phones are a big part of most lives now, possibly too big... I think it's important to try to understand it while designing and to ask ourselves a question: what would somebody/our audience like to consume and use/have? Target audience is an essential consideration while doing a project.

Edyta Lowicka-Thorpe, Sakile Stephen

Consumerism Poster (2015)

Designing poster for this lecture was a task and one of the live briefs I was intended to do in a group. I had couple of different concepts for it and the above outcome was a result of compromising the subject. The base for all of our ideas was a black and white barcode that can be found on most consumerist products. We are all familiar with an underlying desire to buy cool stuff. The overwhelming consumerism and advertising takes those desires into quite inappropriate and exaggerated level. Generally it is extremely effective. It is unavoidable and continuous cycle we have to get involved to more or less. Consumerism is everywhere within making (production) and buying (consumption). Black and white choice of image in the above graphic relates to the historic aspect of traditional B/W photography and TV (advertising). The font is relatively identified as a barcode - the rooting point in consumerism itself. Silhouette of a man suggests no identity (anyone) and it's part of the word 'consumerism' (The colour is completely stripped out to show that care for material goods leads nowhere. Minimalist approach to create the poster also encourages the reflection and finding more common sense in what we buy.

Wanting more means more work as we need spending to get stuff. People are in debt more than ever before as well. Unfortunately conspicuous consumption (extravagance) takes place and affects attitudes. Companies often exploit their customers and the Earth: good example is mentioned here British Gas (Centrica): first half profits'15 £528 mln 'profiteering'? Privatisation of goods which should serve people (owned by foreign investors) becomes a 'rip-off'', making money out of customers. It seems ridiculous. In the same time people die from cold and hunger (more deaths from hypothermia, England and Wales 2013/2015 mentioned on death certificates and raise of needs in the food banks. e.g. Trussel Food Banks).


I think consumerism has its good and bad sides ( so as advertising). Here are some good statements of advice I have found on the website together with the picture of apples I placed at the beginning: Consumerism vs. Minimalism):

• Learn to be more conscious of my impulses when I’m ready to buy something.
• Learn to pause, and to breathe, to let the physical desire wane.
• Force myself to wait, if the purchase isn’t an absolute necessity.
• Let myself think about it, and analyse whether it’s something I really need to buy. Often the answer is no.
• Slowly improve upon this, over time, as I always make mistakes. (BabyStepsToGreatHealth Editorial Team, 2016).

All of it made me think of few advertising slogans/concepts for social awareness:

Future counts on you. Sustain what you can. ( you. CONSUMERISM. future.)
Unlimited sales. Limited value. / Unlimited calls. Limited value.
Buy less. Make more.
Labelling kills. / Love for sale.
To buy or not to buy. That's the question.

Credit card front (typographic campaign).










References:

Manchester University Press, (2016). Manchester University Press - Wanting and having. [online] Available at: http://www.manchesteruniversitypress.co.uk/9780719091452/ [Accessed 14 Jan. 2016].

Merriam-webster.com, (2016). Definition of CONSUMERISM. [online] Available at: http://www.merriam-webster.com/dictionary/consumerism [Accessed 13 Jan. 2016].

Team, B. (2016). Consumerism vs. Minimalism – BabyStepsToGreatHealth.com. [online] Babystepstogreathealth.com. Available at: http://babystepstogreathealth.com/consumerism-vs-minimalism/ [Accessed 13 Apr. 2016].

My S.W.O.T. Analysis, Future Goals

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business/career venture.

A curriculum vitae (CV) is a written overview of a person's experience and other qualifications.

Wikipedia

My strengths:

• interpersonal skills
• listening to others, being empathetic
• being creative; writing, drawing, craft
• good eye for photography angles (practice; support module)
• being curious and learning fairly quickly
• trying make things to be perfect, motivation
• being open for opportunities and passionate about various things
• bookbinding and bookmaking skills (new; support module)
• improvement in using design software

My weaknesses: 

• time management
• lots to improve and learn on software and technical skills
• rather poor knowledge of digital printing options and realisation
• self-confidence
• passion for too many things and no proper focus on one of them
• panicking about the deadlines while overloaded with projects

Opportunities:

• awareness of many different resources and competitions
• skills to be learned in the professional environment (completing the course and getting the degree, job experiences in the field, research, self-motivated and self-directed projects, becoming freelance artist/designer), professional development, live briefs
• positive trends in the creative industry (there is so many creative people but there is always place for fresh ideas and rediscoveries)
• opportunity to change the specialisms or being in between two areas of interest (e.g. graphic design and photography)
• great accessibility to Internet and social media, travel

Threats:

• time and budget
• lack of compromise or miscommunication
• bad luck or accidental situations, such as power failure or system crash
• finding job difficulties, after graduation experiences, being new in the creative industry
• competitiveness in the industry and design skills being more available for self-learning

My ultimate goal: completing the course and getting the degree in graphic design, getting good job after graduation


Other future goals: (general)

• becoming a good graphic designer with special interest in photography; with future possibility of being self-employed and working from home (as well as joining a team for bigger projects)
• trying out slightly different specialisms/environments; professional experience after graduation before settling more less on particular one  
• writing (finishing), designing and publishing own book
• gaining general knowledge about all related professions and cooperation with other creative on variety of projects
• working independently (main goal for further future)

My action plan for summer break and the final 3rd year of degree studies: 

▪ Making a general plan for dissertation, choosing the reading list etc. (continuation on advertising)
▪ Self-branding (creating a logo including name or nickname for future professional use; making a contact/business card, thinking of online presence)
▪ Putting together my work portfolio and hopefully finding some work over the summer break to gain professional experience
▪ Thinking of my final project for submission next year, specialisation
▪ General practising by doing little things on the design software, perhaps finding some short tutorials
▪ Photo library (textures, landscapes, details)



Developmental needs:

• practising on the design software, learning new things through extra online tutorials
• keeping up to date with current trends in design (e.g. TED talks, FB reading posts from cultural institutions, portals, blogs, magazines: Creative Review, Architecture & Design, Bored Panda, Creative Minds, ViewBug, Photography Talk etc., websites, D&AD archive, Eye magazine)
• freelance jobs, summer internship/placement (professional practice) entry into the industry
• working on time management 
• unique creative CV & professional portfolio

Studio Photography

16 December 2015

I've booked the studio for today to carry out the session for support module brief in order to make my packaging for Caffè Nero. I've decided to experiment with the bouquet of roses as they were a detail on my traditional tea cup. Surprisingly I met a friend from the first year and we cooperated into his advertising project too. Generally I don't like being a model but I quite enjoyed acting moody and slightly terrified suspect. Although it would be probably nicer if I had known and prepared a bit. 

I quite liked Tom's final outcome so there I am, on channel 4.  

Billboard project 2015
by Tom Fox

I took a lot of photographs of all different angles and details of the flowers and their combinations with other items, such as pocket watch and my lovely tea cup.

Creative Industry

10.11.2015

BIRCH

Today during the class session we've spent some time with Elliot Hammer who is an art director in the London-based design studio called The Birch (Birch Creative Limited). He's created the business together with his best friend and he's told his own story about finding himself in the creative industry. It also reminded me of other stories about the beginnings of well-known design studios I have heard last year during the annual celebration of contemporary illustration 'Pick Me Up' at Somerset House, London. It's not easy at first and it doesn't bring a lot of profits (if any at all), but slowly it can develop and most of all to give a great satisfaction. The 'kick starter' is always communication, getting to know the industry from the inside, meeting new people for advice and to find the clients. As Elliot explained, very important is also the online presence. It needs to be welcoming, very functional and beautifully designed/crafted.
''We find the best projects start with a phone call, but an email is good too.'' - that's the friendly front line on the Birch website in the contact bookmark that Elliot has encouraged to use and been really proud of using, as it can easier gain someone new in the client list. I really like the balance of information about the projects and client on his website. It is well considered and it doesn't overwhelm the viewer. It's friendly and professional looking. It welcomes everyone from single need for solution to bigger and longer opportunities for cooperation (''whether that’s on big or small screens'' - About Us bookmark on the Birch web). However if it was mine, I would add some more background information about the team and studio itself.
It's definitely very important to emphasise that the design product will be carefully considered, thoughtful, well-made and fully adapted to customer's needs.
There were a few works of this studio I particularly liked, while looking through the website. I also like how diverse their offer is (everything from branding, apps and website to films and photographs), especially the photography bit, as I would like to use photography in my own design work (there is few people working in a team for Birch company and one of them is a professional photographer).

 All above images are taken from The Birch website http://www.thinkbirch.com/ accessed on 15th Nov 2015.

Meeting Elliot Hammer was very friendly and informative experience and his tips will be surely very useful in my own development and practice in the design industry. One of the best things that happened was me realising that web design is not as scary as I have thought. All this time I was thinking of necessity of coding and I didn't even know it can be done in Photoshop. I got some great tips and useful website addresses relating to it. I'm definitely going to try it, if not for actual work in the future, then surely to create my own website for personal use. I've also spoken to Elliot and he'll be happy to show me his studio in London (it will be possibly arranged on January) and I've also offered to do some voluntary work for design experience over the summer (he will let me know about it closer the time). It was very positive day and I was truly happy I haven't missed it.


20.10.2015

Kaavous Clayton - Minories lecture and exhibition

It was very pleasing meeting Kaavous who looks after the Minories Gallery in Colchester, Essex. He told us quite a bit about gallery's functioning and showed us around. Then we had nice little discussion about the role of traditional painting in contemporary times and how artwork made by big painters in history become trashy and unworthy as replicas, cheaply sold in the corner shops. It is definitely an amazing feeling to see an actual painting (for example I've seen Vincent van Gogh's original sunflowers in the National Gallery in London and it was completely different experience than looking into a reproduction here). Original art holds the mystery and value even today or maybe especially nowadays.



20.12.2015

Lord Project & Judyta Wolek

Me and Judyta used to work in catering in London for a little while. She has discovered a passion for photography along with her passion for cooking and its visual appearance. Today she runs her own photography/creative business in Lublin, Poland and she became my inspiration. Her commitment to what she does can be clearly seen through her work and activity on social media. I really like the style of her photographs and courage for starting freelance work. It's big part of what I love myself and that is probably why I appreciate it a lot.



12.01.2016

Chop Doctor Vinyl Designs is a small business owned by Emma MacCarroll based in Nuneaton, Birmingham. I had a chance to speak to her about her wall decoration vinyl design and stickers for a variety of things from car fronts to tiny cups. She is also capable of applying designs onto clothing. I got to see how its made and get to know a great method of printing out and practical using for graphic outcomes. It may be great for self-promoting, starting a business, for fun... it's great to know extra options and processes.

Brand Storytelling D&AD online course and research

D&AD (Design and Art Direction) - a British educational charity founded in 1962 by a group of designers and art directors ( David Bailey, Terence Donovan, Alan Fletcher, Colin Forbes) and located in London. It aims to support, promote and award excellence in design and advertising in United Kingdom and worldwide (the awards are globally respected); Global Association for Creative Advertising and Design

D&AD logo

D&AD awards

Wood Pencil: the best in advertising and design from the year, worthy of the plaice in the D&AD Annual
Graphite Pencil: stand out work, beautifully executed with an original and inspiring idea at its core
Yellow Pencil: awarded to the most outstanding work, that achieves true creative excellence
Black Pencil: the ultimate creative accolade, reserved for work that is ground-breaking in its field
White Pencil: work that affects real and positive change



Well, for a start I included some information about D&AD organisation above. Last year I have really only discovered that it exists while carrying on my research for PDP and contextual studies. This year few raw facts about it, definitely became much more.
Firstly I have started to notice their awards during our trip to London and visit at Somerset House for
'AOI World Illustration Awards Exhibition 2015'. It already was quite inspiring and motivating, seeing young people's creative work being appreciated. I was thinking then, it would be amazing to see own work somewhere in the gallery setting...for two main reasons: satisfaction and most of all a real approval of being on the right career path. It has to be great feeling.
Then I was doing research for my second brief of main module (Development of Graphic Design Processes) and I have found Future Learn, an educational company owned by Open University and offering free online courses. Completely by accident while having a quick look on the website, looking for some event listings, I have found the course that really caught my attention. And so I have registered for four weeks long, Brand Storytelling D&AD online course.
 I have completed the first week and so far I enjoy it a lot. I think it could be beneficial as a CV supplement and most of all it's relevant to design, advertising and marketing. I would possibly want to try working for advertising design agency or create own creative business one day. It's great opportunity to interact with other people around the world within the topic, hear experts opinions and their practical advice of how to create and use a narrative that can make a brand or product stand out from the crowd. Storytelling can add value (besides, facts turned into stories are apparently remembered 22 times more), and I think that greater knowledge and understanding its concepts, can help me with studies at Colchester Institute and become a better entry into the world of creative industry.
The course is accredited by D&AD as I have mentioned. It also gives an opportunity to practice learned/developed skills on a live challenge - special D&AD brief for an integrated campaign, presenting an importance of  responsible, sustainable work (showing purpose beyond profit) and looking to influence the commercial creative industries. It can then be entered into the competition.
It's very exciting and I'm going to try my best to get as much educational benefits from it as I can.
I have also gone through their website registration and I created free membership account (as suggested from the course; I didn't know there is possibility like that before) which allows me to access an amazing online archive for inspiration.

I have managed to complete this six-weeks long online study and I made a concept for D&AD campaign final project. It was quite rushed as I was really busy with my main course work. However it was definitely worth doing exercise. The nicest and possibly most remembered aspect of all of it will be my drawing feedback (one of the best compliments and feedback I've ever got!) from Susan Stokes, marketing executive working in Sydney, Australia. I don't feel this drawing were worth a lot to be honest but she thought they're amazing and raised a question if I am a professional illustrator. Amazing to hear. It made my day. The sketches were then made into a short video.

'Cuddle My World' integrated campaign

General overview: promoting sustainability and importance of responsible advertising and design where the key message is: purpose beyond profit. Campaign stands against using animals for human’s benefits, against cruelty, using animal’s fur in clothing businesses; aimed to make people think about Earth’s current condition; bad habits and its consequences such as global warming and exploitation of natural resources.

Through story of friendship between the bear and human, campaign shows relation between us and nature and points into responsibility for advertising and creative people able to act by influencing on their audience and work for good purpose

Characters: animated polar bear and young creative person

Reasons: polar bear – a victim of humans’ irresponsibility (danger of extinction because of global warming and illegal hunting); childhood memory subject signifying warmth, safety (cuddly teddy bear); creative (designer/illustrator) -  relates to the target audience (creative industry)

Plot: The story of friendship (harmony of nature and human); shown in a way of personification animal’s life to connect with the spectator more deeply

Storyline: beautiful scenes of childhood and first perceptions of the world around from bear’s and little boy’s lives (interlaced with each other and interacting with the audience emotionally by showing baby bear and his mum – a family); boy always carries little bear and looses him one day; they both grow up.  

Little bear is really curious about the world far away and as one day hunters catch his mummy, he hides on the ship following her. He gets into the city unseen, finding all about the cruelty and irresponsibility of the human.
In the meantime the boy becomes a young, freshly graduated graphic designer and starts to work for bad advertising agencies where he gets excited about work and sometimes forgets the ethical principles.
One day he says no and nervously leaves work and he realises he started to lose the values he has always believed in; bear is all alone in the big city but nobody even notices he’s there; The young man and the bear crash into each other on the side street in the evening; they look at each other for a little while with curiosity and consideration and they soon become best friends.
They start to really understand each others feelings and the creative guy starts realising more things that could be done and he let go his creative activities in order to change the world for better (with help of his new friend). He raises a great initiative to support polar bears and decrease their risk of extinction by increased protection of their natural environment and bears themselves, raising awareness and promoting harmony between human and nature. After a little while polar bear returns to Arctica to be able to stay safely in his natural environment.  The amazing experience with polar bears stays with the young graphic designer and influences his future actions in the creative field.

Available and considered platforms for my integrated campaign:

TV Commercial Advertisement (emotional engagement with the viewer by choosing the characters and the story: ‘overcoming the monster’) presented within soundtrack in the background (indicating all upcoming events/situations) and short titles to clarify the key points of the story; with D&AD logo and website in the end accompanied by introduction to the white pencil
Posters and billboards: showing an interaction of the main characters 
Newspaper and magazines advertising (few pages of interacting/relating to each other ads)
Smartphone app and game  (number of cuddles – environmentally friendly projects – given to the world enable the player to reach higher levels; story character – little polar bear also gives the player instructions and introduces D&AD archive material for this reason raising awareness of social and environmental issues)
Social media e.g. Facebook campaign page (initiating public shares and discussions regarding animals protection, sustainability and globalisation issues) D&AD logo included so it all happens within the organisation’s purposes

Product (polar bear plush toys; kids get to know the story of little polar bear; raising awareness to the youngest audience too)

In the meantime I made very amateur short video with my husband, based on a funny story/concept and skateboarding subject. It was so much fun and I got more interested in filmmaking. We also submitted it for amateur Nikon Film Festival to try our luck. I've also seen a short story video based on drawing process from a friend and Elliot Hammer's work while he visited our institute. Movement in storytelling became a great point of my curiosity and so I have found another course on FutureLearn: Explore Filmmaking by National Film and Television School. I completed that one as well. It was a good insight into another part of creative industry with intriguing examples of short movies. I gained a lot of new practical knowledge (also related to photography) from professionals in the field. I also explored the practical roles in filmmaking and glossary of terms within the field.

Explore Filmmaking National Film and Television School

Camilla Cuzner-Charles (accessories designer) / lecture

25th January 2016 

Camilla Cuzner-Charles, young accessories designer, gave us a speech today about her own studying experience, placements and first approaches into the industry. It was very interesting and inspiring to hear how determined she was to get into the place that makes her happy. She clearly appreciated the value of experience by patiently understanding all career's stages on the way to find her own creative identity. By pursuing one particular theme of interest, she basically managed to make the whole career out of it. It started by looking at knitting and exploring interlocking process of different materials. She didn't let go and followed that context and she made remarkable objects later on. I think her leather clutch bag for RCA final show was truly amazing. The first inspirations came from Alhambra, an Islamic Palace in Spain, followed by research and other artists work including Shuzo Fujimoto, Le Klint and Satomi Oikawa. It was then commissioned by Bill Amberg. No hardware or sewing required at all! It was one of a kind and very expensive to produce but even after negotiated radical changes for commercial production, it was still great. Also luckily for her while starting her adventure with designing accessories, financial crisis in 2008 was rather beneficial. Luxury brands were struggling with selling. However people could still afford those and possibly more often while they haven't spent money on big garments.

It seems like a great idea to become an absolute expert on one chosen theme. I have heard it so many times by now. I don't feel like I have found one yet, but hopefully I'm on the right way. Through experience at university and transfer into the real world of work, Camilla realised that she was in the centre of things while studying. Then it reversed. Everything was about the client or the profit. Before she made a definition of personal career and proper start in designing, she had to do things that nobody else wanted to do, such as tidying, organising documents or making tea. The last option is apparently a usual task for new person. Well people say I make real good cuppa, so hopefully this may be a good start for me in the future. So if I stuck with that for a bit I wont cry as soon as I will move on shortly after that. She described her work experience as one of the best things she did. I can see and understand the great value it brings. I have done a lot of work experience in catering. I learnt a lot doing that, especially about relations to other employees and customers. However in the creative field it will surely be completely new adventure. I am hoping to do it myself during the summer break so this part of the lecture was particularly relevant.

Cuzner-Charles emphasizes that playing with materials can give great and often unexpected results (e.g. Lego blocks, origami etc.). Comparably with graphic design, I agree with that. Often experimentation and having some fun with the project is the way to new concepts or discoveries. Another good observation was to archive any press publications! Well I think I would definitely save any achievements like that. It's a great bonus with the CV and perspective for future career. It's fantastic to make friends with press and creative individuals. I think every practitioner has mentioned how important is to make nice contact list and going out there to meet people. It means more knowledge and opportunities, better social life. I also liked the idea of working on the big boards. I think I is as relevant to fashion as to graphic design and magazine covers for instance. It is good visual reminder and reference. It seems to be useful for a single project too.


Camilla has worked with companies/brands such as: Liberty, Paul Smith, Chanel and Kate Spade. During her experience with Liberty in London (2004-2005), she worked with stationery and discovered incredible beauty of Indian art detail. She mentioned that as junior designer for Paul Smith she had to learn really quickly to look after the whole department. She really enjoyed the experience there because it was all about making beautiful things, no matter the cost. She also moved to New York for a while. She stated it was incredibly hard work, incredibly commercial but a great learning and professional curve in her career. It was a bit shocking to see an example of scarf she demonstrated where profit would come to over 80% (cheaply made, very expensive to buy). All designs had to be within price bracket. Creativity and invention had to remain stagnant. She enjoyed that to the point when she ''couldn't breathe in the end.'' While working back in the UK for Kate Spade, the prices had to be separated into cheap, mid-price and luxurious options. Camilla does freelance job at the moment and she admits to being happy of where she began again, filled up with great experiences. Her pathway is very interesting and inspirational and the lecture was very informative indeed.

 

Sustainability, Greenwashing and Globalisation

14 December 2015

Sustainability - an ability or capacity of something to be maintained, supported or to sustain itself; the quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance (Environmental Science);
Sustainability is defined as a requirement of our generation to manage the resource base such that the average quality of life that we ensure ourselves can potentially be shared by all future generations. ... Development is sustainable if it involves a non-decreasing average quality of life.
[Geir B. Asheim, The World Bank, 1994]


Greenwashing - disinformation disseminated by an organisation etc., to present an environmentally responsible public image (Oxford English Dictionary) it is showing positive environmental actions layered on other negative ones (selective disclosure) and leaving misleadingly positive impression


Globalisation - process by which the world is becoming increasingly interconnected as a result of massively increased trade and cultural exchange; it has increased the production of goods and services (BBC, 2015);
the act of globalizing, or extending to other or all parts of the world; worldwide integration and development which has resulted in the loss of some individual cultural identities (English Dictionary)



I have started from looking at the definitions of those three key words to the lecture by Gill Morgan today. Globalisation itself is a very complex topic. The whole presentation has touched many different areas within those title definitions and it relates to numerous issues, such as consumerism and overconsumption, technology and mass production, ecology and environmental issues, life styles, utilisation etc. There was a lot of things to be questioned within own life style and care for culture or natural environment. Working in the art and design industry requires deeper consideration indeed. It's the way of doing things, moral spine and using particular sources or materials.

Do I care? Should I take responsibility for it as an artist/designer? Well the answer to both questions would be yes. As I have mentioned in my previous posts I would like to make designs sending a good message and be environmental friendly. I want my design to be ethical as well. I am aware that it won't be always possible but I will try my best and I don't think I could cross the ethical boundaries for money. I will try to as responsible as I can. It's important what designs do, not just what materials are used. I believe in sustainable design. I think it is also trendy and many companies actually care for it while trying to reach people's attention. Well...others seem to not care at all, for instance packaging companies using three types of wrapping for few chocolate bars. However it should be considered as the condition of Earth and future of next generations relies on all of us. It's our shared responsibility as humans.
Consumerism is a continual circle we live in. We need and we want stuff to live or to live entertained and comfortable. But with general progress and technology comes waste and smog threatening the planet we all live on. Our needs and luxuries are changing. Just about couple of decades ago, for example, healthy life style was much easier. Ecologic and organic goods were nothing unusual. Nowadays it's in high demand and costs much more... It is also more effort to find good quality products and while food industry overloads our food with chemical supplements, it is necessary to read the labels properly. As a mother I'm trying to do it as well as I can sadly very often finding something unhealthy in majority of products. Often happens that you actually pay for a brand not its quality at all. Sometimes cheaper doesn't mean worse. Advertising is all about the brand and does massive encouragement campaigns for things that are useless or valueless. As a designer I would like to make a good impact and possibly make sustainability beautiful visually and more desirable. Design definitely matters and it's all about the creative invention. It's all about making appearance of things desirable for buyers. In fashion industry particularly, words like 'eco' and 'green' don't work as much. People are not prepared to pay more just because ethical issues unless they just want the product/garmont itself (they prepare to save money and pay more). It's making sustainability cool. Nothing exists in complete isolation and it's important to see the connections. One thing leads to another. All areas of design and art relate to economies, consumerism and the environment state in the end which directly connects with our health.


''The Department for Environment, Food and Rural Affairs (Defra) estimates that 75% of UK consumers' carbon emissions come from the use of products and services. We also know that 80% of the environmental impacts of those products and services are determined in the early stages of design.'' (Morgan, 2015)

''Victor Papanek, godfather of sustainable design, in 1972 accused designers of creating useless, unnecessary and unsafe products and “stuff-lust”, which promoted materialistic lifestyles.'' Today it seems like more creators, designers and users think about the issue.

During the lecture we've looked at the Guardian website and their list of recent sustainable product design which I think could make a difference. All different little things, public effort and initiative put together can change the future for better.

Here are the projects that got my attention:

 NEST: a learning thermostat which learns user's behaviour and adjusts household temperature settings to particular usage patterns (by ex-iPod designers)

New refillable household cleaning products packaging/bottle with concentrated recharging cartridge screwed into the bottom (95% of it is water which can be added from the top). It enables saving waste and materials, along with the transport emissions from shipping water (by Replenish)

Water Cones: an easy-to-use and portable one-person solar still, which transforms saltwater into purified drinking water simply through sunshine (by Stephane Auguston)

Multi-functional clothing design offers a ten-piece wardrobe for 365 days, including a 4-in-1 coat/dress/jacket/skirt made out of natural and recycled materials (it can be returned after a year for upcycling with given discounts on the next year's range)

511 Commuter range jeans designed to encourage cycling by making it easier and more comfortable: strap, handy for easier locking, nano-coating for waterproof feature, crotch support for longevity of jeans, reflective strips for safety (by Levis)

Levis, 511 Commuter range (2011), Photograph: PR

Besides using environment-friendly materials and processes which can be a big concern within companies, as graphic designers and creatives we can also make it look cool and advertise it simply by doing it ethically and sustainably or work on the product, services or awareness campaigns which make solutions to the problem.

It's surely worth to mention some other examples of designs, companies or actions mentioned today, such as:
Conscious Exclusive 2016 by H&M (fashion collection in collaboration with Louvre, Paris inspired by the museum's archives);
working on water saving strategies in textiles/fashion production by H&M and WWF;
MINK shoes (custom designed and hand crafted from only the finest quality non-animal products, extremely unique and limited);
Patagonia production/mission (simple and functional product design); Snap Donate app (image recognition for easier charities donations); Compact fluorescent light bulbs (CFLs) new generation design entry: eco-friendly and energy saving (however the problem are tiny bits of mercury used in the production which cannot be safely disposed with normal litter); Clever Little Bag campaign by Puma (reusable bag instead of shoe boxes) and its eco product development.

Strategy (Fuseproject 2010)

Yves-Behar, Fuseproject

Clever Little Bag campaign (2010) for Puma  

It also reminded me of the visit at the Design Museum in London last year. At the time I went there the selection 2015 of 76 thought-provoking design works was held to showcase. I has offered various individual eco-friendly solutions of all sort of categories, including many designs that promotes or deliver change or improve lives. 

This French posters, with their bold and playful approach, confident vibrant colours and large scale, definitely called my attention. I think irregular and extraordinary shaped fruit and vegetables is a great graphic advertising idea. It's different and brings more interest. It impacts on our thinking. These images also play with viewer's imagination, so they're interactive in some way (easily humanised; they seem to be active, in some sort of movement/pose which developed own type of body language). The posters are nicely balanced through with colour (captions match the image0 while solid typeface brings up confidence of what they're saying. It's also quite humorous in the same time. The campaign was a response to the European Union's year against food waste in 2014 (each year 300 mln tonnes of fruit and veg are thrown away , with 57% due to their irregular shapes). The aim was to influence the customers' shopping habits and perceptions, to convince them that these taste exactly the same as the regular ones, additionally offering great money value: 30% cheaper. The campaign was very successful and the project was adopted by other supermarkets. It integrated film, store posters and window stickers, billboards, radio, TV, PR and social media to celebrate ''ridiculous potato, the hideous orange or the failed lemon.''

Inglorious Fruits and Vegetables campaign (2015)

Designed by Marcel for Intermarche, France

''People should not consume without thought, buying up stuff all the time. Buy less and make it last; if you love something, wear it all the time. Find things that suit you.'' (Vivienne Westwood)

Buying new little treasures is really nice time to time. I have to admit, shopping not for anything in particular usually relaxes me. However, a lot of people, including me, have possibly few pieces of fashion for years and even they get really worn and useless we often keep them, we get attached to them things because how we feel wearing them or due to memories they bring. Obviously we all want good quality clothes but also in price we can afford. It's not always our choice. Sometimes we simply can't choose more expensive option.

Vivienne Westwood, one of the world's most influential British fashion designers, got really involved in the issue of dangerous climate change and planet Earth has become her priority. With concerns about mass production and very strong ecological beliefs, she focuses on quality rather than quantity.

Dame Westwood supported EJF charity with ''No Place Like Home'' campaign raising awareness of climate change and refugees forced from their homes because of that. She was also really involved in ''Save the Arctic'' campaign for Greenpeace and she designed a T-shirt with a heart-shaped globe. Believing that the message can be sent across more effectively through celebrities (more responsive public opinion), many well-known faces feature on campaign's portraits.

No Place Like Home campaign, Environmental Justice Foundation

Save The Arctic campaign, Greenpeace

Vivienne Westwood and her husband Andreas have donated more than £1 million to Cool Earth in order to save and preserve precious rainforests. She has also dedicated two of her fashion shows to Cool Earth and made an exclusive T-shirt for the charity.







References:


Dictionary.com, (2015). the definition of globalisation. [online] Available at: http://dictionary.reference.com/browse/globalisation [Accessed 28 Dec. 2015].

Dictionary.com, (2015). the definition of sustainability. [online] Available at: http://dictionary.reference.com/browse/sustainability [Accessed 28 Dec. 2015].

BBC.co.uk, (2015). BBC - GCSE Bitesize: What is globalisation?. [online] Available at: http://www.bbc.co.uk/schools/gcsebitesize/geography/globalisation/globalisation_rev1.shtml [Accessed 28 Dec. 2015].

Morgan, G. (2015). Sustainability, Greenwashing and Globalisation.

The Guardian. (2012). Sustainable product design - in pictures. [online] Available at: http://www.theguardian.com/sustainable-business/gallery/sustainable-product-design-in-pictures [Accessed 23 Feb. 2016].

Thorpe, V. (2014). Vivienne Westwood: climate change, not fashion, is now my priority. [online] the Guardian. Available at: http://www.theguardian.com/lifeandstyle/2014/feb/08/vivienne-westwood-arctic-campaign [Accessed 23 Feb. 2016].