Huy Minh LeMA International Design Marketing and Communication

The brief RSA Student Design Awards

The challenge:

Design a way for people and communities to better connect to and celebrate heritage.!

Research Background and things to consider

• This brief asks you to think about what would encourage people to take greater

interest in heritage and how it contributes to individual and collective livelihoods and

wellbeing, as well as place-making.

• This brief asks you think about heritage in the broadest terms, from our own personal

heritage – ancestry and culture – to our collective heritage as a society, including the

places we live in.

• The brief is founded on recent research that the RSA has developed together with the

Heritage Lottery Fund, culminating in the Heritage Exchange conference in July 2014.

Stonehenge - UK (2600 BC)

Roman Baths - UK (1894)

Machu Picchu - Peru (1450) Hue Imperial City - Vietnam (1804) Great Pyramid of Giza - Egypt (2560–2540 BC) Colosseum - Italy (70–80 AD)

Great Wall of China (206 BC) Taj Mahal - India (1648) Chichén Itzá - Mexico (600–900 AD)

Whitby Abbey UK (657 AD) lincoln Cathedral - UK (1185–1311) Palace of Westminster - UK (Middle Ages)

Moodboard

For me, the better question is: Can sustainable growth really exist without heritage playing a part? If we respect and celebrate our past, then we can create a never-ending story from which everyone benefits. Places need stories. New-build glassy offices and blocks of flats that aren't connected to the history of the places where they are built don't have stories. Stories are what makes a place unique. "

Martyn Evan Creative Director, Cathedral Group

,‘Research Can heritage really contribute to sustainable development?

Research The Numbers

- HERITAGE COUNTS 2014 -THE VALUE AND IMPACT OF HERITAGE

DONATIONS

In 2013 13% of people donated money to the heritage sector.

EC

ONOMIC OUTPUT

In 2011, built heritage tourism in the UK provided 134,000 direct jobs & £5.1bn

economic output.

IMPA

CT ON WELLBEING

Visiting heritage is worth £1,646 p.p. per year Sport is worth £993 p.p. per year.

UK RANKED 5TH

In 2011 54% of overseas tourists to the UK visited historic buildings; in the Nation Brand Index Britain ranked 5

out of 50 countries in terms of being rich in historic buildings and monuments.

of HLF v

92% olunteers meet

new people. 35% of them sustain friendships outside

the project.

of adults attended

73% at

least one heritage site in the UK within the

previous 12 months.

of HLF v

72olunteers had

% more contact with older adults.

23% stated an increase of understanding in over 65s.

58.6 MILLION

visits to historic sites in England in 2013.

Population was 53.5m.

of people agree that better quality buildings and public spaces can improve quality of life.

69% believe that heritage sites are important to the local community.

£

of respondents to a survey agreed that investment in their local historic environment

made the area a better place.

of respondents to a survey about historic environment-led regeneration projects felt that their local project had

raised pride in the area.

- ALL PRIMARY SOURCES AVAILABLE AT WWW.HERITAGECOUNTS.ORG.UK -

heritage counts 2014 section 1 3

Source: www.heritagecounts.org.uk

• People (in the UK) care about heritage.

• Most of the heritage that people care about are famous historic

heritage sites , which are quite comercialised for tourism purpose.

Research Take away thoughts

How do we get people to connect with the root of heritage and move beyond the scale of tourism?

In other words:

How do we better connect people with their own personal heritage?

The Challenge

Brendon

Brendon is a 35 years old financial consultant living in Leeds, UK. He used to live with his parents in an old house in Huddersfield, which is about of half an hour drive from Leeds. When he got married 9 years ago, he decided to move to an apartment in the center of Leeds, which is closer to his company office. Brendon has 2 kids, one is 6 years old and the other one is 8 years old. Almost very weekend, Brendon drives his family to come and visit his parents at the old house where he used to grow up.

When he and his family get there, he usually lets his sons play with the old swing in the front yard that he used to play with when he was a kid. The swing is now 40 years old and it carries lots of memories of Brendon's childhood. One was 15 years ago when his wife (Kate) came to visit him the first time and they sat on the wing to have a chat. Brendon considers the old swing as a personal heritage that has a very strong attachment to his memory.

Profile Who are we talking to?

Image from Flickr.com under Creative Commons License

Mary

Mary is a 30 years old secondary teacher in Oxford. She usually takes her pupils to visit the Oxford University Museum of Natural History and shows them all the wonderful artefacts in there. She has been in this museum a hundred times and she could remember every corner of the museum.

There was one time her pupil Jessy (7 years old) cried a lot when she saw the huge dinosaur fossil and Kim had to calm her down and explain its meaning to her. Then at the end Jessy fell in love with the museum and didn't want to leave at all.

Mary still remembers in her head every trip to the museum with her pupils. The museum has become a major part of her teaching life with many memorable memories.

Image from Flickr.com under Creative Commons License

Profile Who are we talking to?

Developing a digital-based competition for people to take photos of their personal heritage (it can be artefact/place/building...). They will caption the picture with a story of how it connects to themselves and then share the pictures to our digital platform. The story then will be rated and scored. The scores will be transfered to discount vouchers when participants visit heritage sites in the UK.

The Idea My Heritage History

Vietnam's Longest Wave Campaign Yellow Pages - Capture The Covers Campaign www.capturethecover.com

Human of New Yorkwww.humansofnewyork.com

Visual Research Similar Digital Campaigns

• Simple and neat layout• Good use of grid system• Good use of photography• Good use of interactivity where user can navigate and hover

over the image with text

Visual Research Take Away Thoughts

Things to consider:

Design strategy:

• The quality of photography in our campaign varies from this entry to other entries

• The caption could be lengthy (a maximum word length of 200 words should be specified)

• In some entries the caption will weigh more than the photographic part

Development Low-Fidelity Wireframe

Navigation Navigation Navigation Navigation Navigation

Logo Social media

Development High-Fidelity Wireframe

Development Final Design

Development Final Design - Mobile App

Iphone App The Menu

Development Campaign Extension

Social media campaigns (Facebook, Instagram, Pinterest, Twitter....)

#Yourheritagestory Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec,

Development Campaign Extension

Posters presenting some fun facts about

some famous heritage sites in the UK. Then

the poster will ask audiences to share their

own stories on our competition website.

Image from Flickr.com under Creative Commons License

Conclusion Reference

Thank you for listening!

• English Heritage, Heritage Counts 2014, Retrieved

http://hc.english-heritage.org.uk/content/pub/2014/

heritage-counts-national-2014.pdf

• Pascal van der Haar, Yellow Pages - Capture The

Cover, (July 23, 2013) . Retrieved December 18, 2014,

from https://www.behance.net/pascalsetsail

• Alex Nguyen, Canal+ Sports. Retrieved December 18,

2014, from http://infiniterewrite.com

• Images were found on the Flickr account of Sam

Howzit and Seattlemunicipal under the Creative

Commons License