Innovation Space Final Proposal
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Transcript of Innovation Space Final Proposal
VICTORIA ARBOGASTTHOMAS BANASAEKFELIX FINKGABRIEL GABRIEL
VICTORIA ARBOGASTTHOMAS BANASAEKFELIX FINKGABRIEL GABRIEL
Team Spark
Dow Corning
User Profile
Design Language
Aesthetic Benchmarking
Product Renderings
Exploded View
User Experience
Human Interaction
Line Drawings
Brand Benchmarking
Brand Identity
Brand Guidelines
Media Options
Implementation Timeline
Industry/Market Information
Dow Corning
Competitor Information
Marketing Strategy
Sustainability Strategy
Partners and Distribution
Financial Plan
Roll-out Timeline
8
9
10
14
15
16
20
22
24
25
28
34
38
40
46
50
52
54
56
60
63
64
66
table of contents 4
Suppliers and Vendors
Customers
Product Function Tree
Product Specification Sheet
Product Architecture
Morphological Chart
Bill of Materials
Proof-of-concept Prototype
Social and Environmental Claims
Biomimicry
68
71
74
75
77
82
84
85
86
91
GENERAL DELIVERABLES
His name is Felix Fink. He is a senior Business Finance, Management, and
International Business Certificate student. His interests lie in finance, energy,
and entrepreneurship. One day he hopes to own his own business that
provides renewable energy to users by financing new projects.
His name is Gabriel Gabriel. Born and raised in Phoenix Arizona, he
has always had a passion for design. Creating buildings with blocks and
spaceships with Legos and K’NEX, his parents tried to keep up with him.
Today, he is a senior in Industrial Design. His interests include consumer
electronics, computers and computer devices.
His name is Tom Banasaek. He is a senior Mechanical Engineering Student
with a design minor. He was born and raised in Mesa, Arizona. He loves to
play golf and his favorite color is blue. He is a bit of a perfectionist even
though it may hold him back sometimes.
Her name is Victoria Arbogast. She is a senior Visual Communications
Design with a Japanese minor. Her interests in design include information
graphics, motion graphics and advertising. She gets through the late
college nights on mass amounts of Coke and pop music.
team spark 8
“ The purpose of this project is to create
products for the future of sustainable illumination. ”
The purpose of this project is to create products for the future of sustainable
illumination. Lighting is an essential condition for survival, and is extremely valuable
for a variety of purposes. Light is an essential condition for survival, and has earned
its value from a variety of purposes. The unique properties of Dow Corning’s silicone
materials can have several uses in the lighting industry, especially for the needs of the
LED (Light Emitting Diode) market. Dow Corning has created a variety of coatings,
gels, encapsulates, adhesives, and conductive materials for LED applications.
Utilizing Dow Corning’s materials, Team Spark will attempt to develop sustainable
illumination for home, office, and mobile applications. The potential savings from
increasing the efficiency of lighting technologies is enormous since 20 to 50 percent
of total energy consumed in homes and offices is for lighting. Team Spark will
work to produce technologies that will meet the needs for ambient, accent, task and
focus lighting for households. For the office space our team will focus on developing
technologies that meet the needs of office workers of different industries. In regards
to mobile applications our team will focus on increasing the efficiency and
effectiveness of lighting in automotive interior lighting, cell phone flash modules
and especially emerging liquid-crystal display (LCD) backlights.
dow corning 9
user profile 10
“ A typical Umi purchaser is someone like Bob, who
is a 55-year-old man who has been working with a
big marketing company in New York for the last
thirty years. ”
A typical Umi purchaser is someone like Bob, who is a 55-year-old man who has been
working with a big marketing company in New York for the last thirty years. He has
an interest in architecture and the firm’s new board room needs a lighting system. He
wants an effective but beautiful system to light the room in order to impress clients. As
the building manager Bob has a sizeable budget and desires customizability and quality
over price. Although cost is not a problem, Bob does want the product to be durable
and reduce the company’s electricity consumption in the long term, therefore Umi
meets his needs.
INDUSTRIAL DESIGNDELIVERABLES
design language 14
aesthetic benchmarking
�at
Per
sona
lity
Form
Mat
eria
lsC
olor
Det
ails
artisticcreative
honest
organicabstract
Metal
glass
light
white
singular�at
tidy
harmonious
rough
cylinderprotruding
glassmetal
monochromaticlight
white
simplemultiple
simplehonest
industrial
rectanglemodular
Metal
glass
light
white
�at
creative
sociableflat
simple
metalglass
light
white
�at
simplehonest
compact
Metal
glass
lightwhite
simple
artisticcreative
dynamic
modularabstract
Metal
plasticwire
warm white
busy
product renderings 16
product renderings 18
exploded view 20
user experience 22
The remote control for the lights is a removable
touch screen tablet.
To remove the tablet, pull out the magnetically
connected right side
You are then free to use the remote while under the
lights and can see the effects you create.
Then pull out the left side, disconnecting the
magnetic power connector.
human interaction 24
line drawings 25
VISUAL COMMUNICATION DESIGN DELIVERABLES
atg lighting
ATG Electronics’ branding is modern, organic and clean. The company deals mainly
with LED tubes with slogans such as ‘Suburbia goes green with ATG iBright LED
tubes.’ Such slogans explain their color choices of green, white (the color of their
LEDS) and black. The green could signify the ‘go green’ movement while at the same
time implying you could save money with their product. Their logotype is uppercase
san-serif and logo an abstract green box reinforcing the modern part of the branding.
Both smooth and rounded edges are seen throughout the logo and website creating a
juxtaposition between the hard edges of modern and the soft curves of organic.
brand benchmarking 28
CMYK: 84, 10, 100, 1
RGB: 0, 159, 61
HEX: # 009F3D
CMYK: 0, 0, 0, 0
RGB: 51, 102, 53
HEX: # FFFFFF
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
HEX: # 000000
lumux architectural lighting
Lumux Architectural Lighting’s branding is high-end, modern and minimal. Part of
their slogan is ‘At Lumux we believe that Energy Conservation should be a Planned
philosophy’ that translates into you shouldn’t have to sacrifice function or form. The
company’s products follow with this belief in being custom, minimalist LED lighting
that fit easily into a fancy home or building. The elegant curving lines of the products
and their polished silver finishes are conveyed through the industrial metal feel of the
company colors. Their logo is a simple, curving san-serf typeface followed by a similar
logotype, both of which reinforce the branding’s characteristics. The website is again
grayscale with mostly pictures and minimal type.
CMYK: 75, 67, 57, 56
RGB: 46, 49, 56
HEX: # 2E3138
CMYK: 0, 0, 0, 0
RGB: 51, 102, 53
HEX: # FFFFFF
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
HEX: # 000000
luminotecnia
Luminotecnia’s branding is modern, fresh and user-focus. The company carries LEDs
for both residential and commercial purposes.. Their colors of black and white ground
the bright orange that conveys both a friendly and fun message. Both smooth and
rounded edges are seen throughout the logo and website creating a juxtaposition be-
tween the hard edges of modern and the soft curves of organic.
brand benchmarking 30
CMYK: 0, 44, 100, 0
RGB: 255, 159, 0
HEX: # 009F3D
CMYK: 0, 0, 0, 0
RGB: 51, 102, 53
HEX: # FFFFFF
CMYK: 73, 67, 66, 82
RGB: 18,18,18
HEX: # 121212
srssa
Srssa’s branding is modern, minimalist and industrial. Srssa is not just an LED
company but a firm that deals in architecture, interior design and graphic design. In the
spaces they’ve designed they have created various high-end, beautiful LED installations.
The firm’s logo features the firm owners’ last names ‘Smallwood, Reynolds, Stewart,
Stewart’ in a simple, white san-serif typeface for a modern feel. The firm’s grounding
colors of white and gray are complimented by a primary red and blue that recalls the
basics of color while adding a more artsy feel. The website is very graphic and
grid-based, as expected of a design firm and design principles.
CMYK: 0, 99, 97, 0
RGB: 237, 27, 36
HEX: # 009F3D
CMYK: 0, 0, 0, 0
RGB: 51, 102, 53
HEX: # FFFFFF
CMYK: 73, 67, 66, 82
RGB: 18,18,18
HEX: # 121212
CMYK: 97, 81, 48, 58
RGB:1, 31, 57
HEX: # 009F3D
starfire lighting
Starfire Lighting’s branding is modern and bold. The company deals in high-end
architectural lighting. Their colors are red, white and a light gray that conveys energy
and simplicity at once. The firm’s logo is true to it’s namesake with a spark coming
from the i and is very industrial. The firm’s site is simple and easy to navigate in order
to highlight both the product and the logo. Their products are true to their branding
modern and bold.
CMYK: 0, 99, 97, 0
RGB: 237, 27, 36
HEX: # 009F3D
CMYK: 0, 0, 0, 0
RGB: 51, 102, 53
HEX: # FFFFFF
CMYK: 1, 1, 1, 0
RGB: 250, 250, 250
HEX: # 121212
brand benchmarking 32
Umi’s brand is modern, fresh and organic. We as a
company strive towards the future while still focusing
on what nature has to offer and Umi’s brand design
reflect such. Umi’s primary logo includes both a
symbol and logo type. Umi means ocean in Japanese
and the logo symbol represents this with an abstract
wave mark. This wave-like curve is also mimicked in
the shape of the product adding to a natural yet fresh
feel. San-serif, lowercase avenir and grey evoke a
clean, modern feel in the logo type that signifies that
Umi is pushing towards the future. Blues and teals
make up Umi’s primary color palette while secondary
colors of purple, green and yellow provide contrast
with the primary color palette while harking back to
an organic, natural image.
intro 34
symbol logotype
logo 35
one line
two line
alternative
illuminating the new wave of business
illuminating the new wave of business
illuminating the new wave of the business
illuminating the new wave of business
illuminating the new wave of business
illuminating the new wave of the business
one line
two line
alternative
white space 36
what not to do 37
no tilting
do not putsymbol below/after logo type
no outlines
Avenir 35 Light:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Avenir 55 Book:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Avenir 65 Heavy:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Avenir 95 Black:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Garamond:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Garamond Bold:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Garamond Italic:
ABCEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
primary typefaces secondary typefaces
typography 38
colors 39
primary colors
CMYK: 77, 76, 3, 0
RGB: 88, 65, 160
HEX: # 5855A0
PANTONE: 7455
CMYK: 0, 0, 0, 40
RGB: 167, 169, 172
HEX: # A7A9AC
PANTONE: 7543
CMYK: 3, 0, 68, 0
RGB: 254, 245, 111
HEX: # FCF175
PANTONE: 101
CMYK: 25, 0, 100, 0
RGB: 205, 245, 3
HEX: # CADB2A
PANTONE: 389
secondary colors
CMYK: 86, 60, 18, 2
RGB: 52, 145, 175
HEX: # 336699
PANTONE: 653
CMYK: 0, 0, 0, 20
RGB: 209, 211, 212
HEX: # D1D3D4
PANTONE: 5455
CMYK: 0, 0, 0, 60
RGB: 128, 130, 132
HEX: # 808284
PANTONE: 444
CMYK: 66, 13, 0, 0
RGB: 60, 175, 228
HEX: # 3CAFE4
PANTONE: 2985
media options: brochure 40
illuminating the new wave of business
Front &
Back
illuminating the new wave of business
Umi Lighting Systems is changing the looks of lighting.
Throughout much of the 21st century, Compact Fluorescent
Lights have become the standard in office lighting. New, innovative
technology in solid state lighting has allowed for the advancement
of the standard day to day lighting options. For top tier businesses,
desiring more than the standard, Umi Lighting Systems are a
revolutionary new lighting structure. The product serves to reduce
the cost of lighting in any room through the use of LEDs and
silicone light dispersion material, while improving aesthetic
appeal. This system has the ability to provide ambient as well
as task lighting to the user through the implementation of optics
in the silicone sheets. The silicone strands are wave-like in design
and weave in and out from each other
The remote control for Umi is a touch screen tablet
computer. The remote interface lets you control the color,
brightness, individual LED control. It is removable from its
recharging wall mount so the user can be closer to Umi for
better control.
The LED is projected perpendicular to the edge of the
silicone for maximum light utilization. Clips hold the
LED assembly to the extruded aluminum support so
each individual LED can be replaced as needed.
The side profile of Umi with the optional hanging focus
light. At the ends of Umi, there is an acrylic support to help
keep the aesthetic. The focus lighting mimics of the organic
nature above.
The hanging focus lights can be moved to a location where
the user would like to add a extra light. It can be placed over
a kiosk or a navigation sign. This is an optional add-on and
can be purchased at any quantity.
Center
media options: website 42
check out the live website at varbogast.com/umi
media options: trade show exhibit
implementation timeline 46
implementation strategy justification
After a functional design is created a full-scale prototype is only a scaled model, which should at most take
about two months. Then after about a month of testing another month may be required o redevelop the
prototype to include any design alternations after which the design will be finalized. With a finalized
prototype we will begin filing for a patent which will take a year. Having a final product in hand, ad and
marketing material will be designed based on a predefined target market. This should take about one and a
half months. At that point we will begin to run ads to generate public awareness of the product, meanwhile
finalizing manufacturing and distribution networks. This will take place over the course of three months.
Within the next two months the first product sale will occur and twenty additional sales will hopefully be
achieved within the next year. By the end of 2014 we hope to have expanded out of Arizona by making our
first out of state sale. Within another year Umi product sales will have expanded to include at least ten states.
8/20/2011create a team define the problem
9/15/2011identify multiple solutions
11/20/2011umi, quorra, prodolum
9/3/2011find pogs
10/15/2011develop concept ideas
12/15/2011research concepts for validity
1/20/2012decide on one conceptumi
4/25/2012build functional model/aesthetic modelresearch commercialization opportunities
3/1/2012finalize product concept
9/1/2012refine prototype
10/15/2012design marketing/ad campaign
3/1/2013setup manufacturing/distribution
5/1/2014achieve 20 sales in arizona
7/1/2012develop full scale prototypebegin testing
10/1/2012finalize prototypefile for patent application
12/1/2013run ads/seek partners
5/1/2013first product sale (arizona)
12/1/2014first interstate sale
12/31/2015sales in 10 states
BUSINESSDELIVERABLES
industry/market information
“ Three big companies: Koninklijke Philips Electronics,
OSRAM-Sylvania, and GE dominate the market. ”
The global lamp market includes hundreds of small lamp producers that specialize in
producing one type of lamp, but three big companies: Koninklijke Philips Electronics,
OSRAM-Sylvania, and GE dominate the market. Other companies have placed them-
selves as integrators of the LED technology by providing different lighting solutions to
the end consumer. One such company is Color Kinetics, which started the development
of intelligent LED systems that are networked and require a lighting control provider to
produce an effect in reaction to sound, movement, or rhythm.
There are some problems associated with the lighting industry. The industry suffers
from a lack of demand for innovative and advanced technology products, while also
seeing dwindling profit margins and slow market growth. An additional problem arises
because of the lighting industry’s relationship with the construction industry. For many
construction projects the project managers focus on low initial investment options for
their projects and disregard the long-term benefits that a higher initial capital outlay
could achieve. Therefore, many of the more technologically advanced lighting solutions
are never utilized because of their higher up-front cost.
According to an industry report from HighBeam Business, the lighting industry will
experience about 4.8% growth moving forward as the economy begins to recover. By
2014, it is predicted that commercial lighting in the United States will amount to
$21.9 billion annually. However, the report also states that once LED technology as
sufficiently dropped in price and saturated the market the overall lighting market will
shrink due to the longevity of LED lighting systems. LED lighting systems currently
average about 50,000 hours, but with improvements in heat management technology
LEDs can easily last over 100,000 hours, that is nearly 11.5 years of continuous 24/7
use. Therefore, once LED lighting systems are implemented in a majority of the market
these systems will not require replacement for decades causing an overall slowdown in
the lighting market. At that point the lighting market will see a shift towards the pro-
duction of replacement components.
“ By 2014, it is predicted that commercial
lighting in the United States will amount to $21.9
billion annually.”
dow corning swot 52
Established in 1943
7000+ products
Sustainable initiatives/product development
Rapid growth in sales
Global Presence
Leader in Silicone Production
Need to improve efficiency
Inability to sell business to consumer
Reliance on joint ventures could cause problems and allows valuable information to leak out of the
Third world countries need basic lighting
Developing countries for infrastructure development and mid-level products
Basic building materials and other solutions for daily life that are long-lasting as well as consistently
strengths weaknesses opportunity threats
Rising raw material costs
Rising energy costs
The purpose of this project is to create products for the future of sustainable
illumination. Lighting is an essential condition for survival, and is extremely valuable
for a variety of purposes. Light is an essential condition for survival, and has earned
its value from a variety of purposes. The unique properties of Dow Corning’s silicone
materials can have several uses in the lighting industry, especially for the needs of the
LED (Light Emitting Diode) market. Dow Corning has created a variety of coatings,
gels, encapsulates, adhesives, and conductive materials for LED applications.
Utilizing Dow Corning’s materials, Team Spark will attempt to develop sustainable
illumination for home, office, and mobile applications. The potential savings from
increasing the efficiency of lighting technologies is enormous since 20 to 50 percent
of total energy consumed in homes and offices is for lighting. Team Spark will
work to produce technologies that will meet the needs for ambient, accent, task and
focus lighting for households. For the office space our team will focus on developing
technologies that meet the needs of office workers of different industries. In regards
to mobile applications our team will focus on increasing the efficiency and
effectiveness of lighting in automotive interior lighting, cell phone flash modules
and especially emerging liquid-crystal display (LCD) backlights.
“ The purpose of this project is to create
products for the future of sustainable illumination. ”
dow corning 53
competitors 54
Essen, Germany
Tokyo, JapanGainesville, Florida
Liaoning, China
Columbus, Ohio Lyon. France
Midland, Michigan Munich, Germany
company headquarters company headquarters
“ Umi is a product that will be catered to innovative
and higher end businesses with needs beyond just
basic lighting. ”
Umi is a product that will be catered to innovative and higher end businesses with
needs beyond basic lighting. Other potential clients include: museums, art galleries,
high end retail stores, hotels, and possibly clubs. The product is highly customizable in
regards to the size of the installation, the optics desired in the silicone for varied light
distribution, and in regard to the color/hue of the emitted light. Our company will
operate under a business to business model because all of our product installations will
be for commercial use. At this time Umi will not be targeted at the residential market.
Ideally, Umi will be installed in new buildings under the supervision of both the
architect and our company’s technicians, although outside contractors could also
perform this installation. However, Umi product lines will also be developed that
can be used in place of existing lighting systems although it would not be a simple
replacement. Instead the majority of the ceiling in the desired room(s) will have to be
removed in order to incorporate the silicone material and Umi specific support beams.
marketing strategy 56
In order to get exposure to the market, Umi will be displayed at trade shows, lighting
conventions, and primarily through our partnering architecture firms. Two trade
shows that will be target immediately are the “Strategies in Light” and “Light Fair
International.” Trade shows and lighting conventions will allow potential clientele to
both see the Umi product and witness its functional/artistic design. Additionally, these
events will allow our company to network and find additional suppliers, distributors,
or partners. The Umi lighting system will also receive attention when it is installed in
prominent business/hotel lobbies where the high foot traffic would allow thousands of
people to see the unique design. Additionally, partnering with architectural firms which
will display Umi in their catalogs as a new alternative and energy efficient lighting
system is another possible promotional avenue. These architectural companies will also
be able to showcase any current buildings that have incorporated the product. The
potential for co-branding with architectural firms is enormous especially if Umi’s
design and the building’s design complement each other.
“ In order to get exposure to the market, Umi will be
displayed at trade shows, lighting conventions and
primarily through our partnering architecture firms. ”
marketing strategy 58
“ Half page ads for the Umi lighting system will be
bought in lighting journals, but also in business
magazines such as Forbes, Bloomberg, and Fortune. ”
Some other promotional avenues that will be utilized include web traffic and
magazines. The Umi lighting system will be showcased on our company website. Here
potential customers can learn more about the product and find our company’s
contact information if they decide to make an order. Half page ads for the Umi lighting
system will be bought in lighting journals, but also in business magazines such as
Forbes, Bloomberg, and Fortune. Placing ads in these magazines will hopefully
generate additional awareness for the Umi lighting system and could result in sales
when top executives see the ads.
As a high end product Umi will naturally be relatively expensive. Due to the dual
silicone layers as well as many LEDs the product will have a high material cost. Also
due to the varying sizes of businesses and rooms the product’s actual cost will vary
immensely based on the size of the installation. A 10x20 foot conference room would
have costs around $26,000 due to the cost of silicone involved ($300 per kilo, multiple
high brightness LEDs, professional installation, and custom build to fit the room). For
larger rooms such as a hotel lobby, or museum exhibit the cost of the installation will
increase at the same rate as the square footage.
However, in order to entice our clientele to implement our product in multiple rooms/
facilities we will have pricing discounts based on quantity ordered. For example, if
you have already purchased one application of Umi you will be given a discount on
installation on any additional/future installations. Also, if the consumer purchases
multiple applications at the same time they will receive a further discounted price for
each additional application (i.e. 5%, 8%, 10%, 12%, etc.) Finally, our company will
provide incentives to any of our customers who bring in additional users. Example
incentives may include a further discount on any future purchase, a free year of
extended maintenance warranty, or cash back.
“ Also, if the consumer purchases multiple
applications at the same time they will receive
a further discounted price for each additional
application (i.e. 5%, 8%, 10%, 12%, etc.) ”
sustainability strategy 60
Umi is a revolutionary form of lighting system that also functions as an art piece. This
product is sustainable in a number of ways. First, due to the use of LEDs and silicone
to diffuse the LEDs’ light the user will experience dramatic energy savings over any
current lighting system. This results in less electricity consumption, which means less
pollution on the electricity generation end. Additionally, Umi has sustainability in mind
by being a product made entirely of materials that are environmentally friendly. Unlike
CFLs, Umi contains no hazardous mercury that must be disposed of in a special manner
due to its toxic nature.
However, silicone although very durable is prone to damage, abrasions, or tears. To
avoid such calamities the Umi lighting system turns to nature for the answer. One
example of almost infinite life are Sequoia trees. These trees can easily be thousands
of years old and rarely if ever have died of natural causes. Instead these trees generally
meet their end from soil erosion because they are almost impervious to pests, rot, and
forest fires. The secret of the sequoia trees is their two foot thick bark that provides an
incredible layer of defense for the tree. Even multiple extreme forest fires cannot break
through this bark. The Umi lighting system will attempt to replicate this process for its
“ Unlike CFLs, Umi contains no hazardous mercury
that must be disposed of in a special manner due
to its toxic nature. ”
silicone light dispersion material. The silicone sheets will be protected on the
bottom by a clear acrylic sheet, while the top is protected by a white styrene sheet.
These hard plastic sheets will provide support as well as protection from bumps,
scratches, abrasions or tears. This will ultimately reduce the need for replacement parts
and significantly lengthen the product’s life.
The styrene and acrylic sheets will be shipping from Dow Chemical to Dow Corning.
The sister companies are less than four miles apart making shipping extremely simple.
At Dow Corning the acrylic and styrene sheets will be placed on either side of the
important silicone sheets. These combinations will then be packaged as “ready-made”
panels, which will then be directly mounted into the Umi support structure at the final
location without any additional construction. Packaging all of these layers together in
this fashion reduces the possibility of damage to the silicone during transport. This
will ultimately save a lot of money because every silicone panel has a material cost of
about $450. Damage to the silicone sheets would be very expensive, whereas damage
to either the styrene or acrylic sheet would cost less than $10. The biomimicry inspired
protection system for the silicone panels will overtime save our company thousands of
dollars in potentially damaged goods.
“ The sister companies are less than four miles apart
making shipping extremely simple. ”
sustainability strategy 62
To achieve success Umi will require business partners. Inspired by nature’s symbiotic
relationships, I looked at the symbiotic relationship between ants and a plant that grows
hollow spines, which utilize the Evolve to Survive Life’s Principle. The spines are used
by the ants for housing, while the ants protect the plant from predators. This symbiotic
relationship is beneficial to both parties involved. I hope to create a similar mutualism
with my company that produces the Umi lighting system. We will create a mutualism
between ourselves and a “partnering” architectural firm. It is our hope to have the
architectural firm design Umi into new structures for its clients.
The architectural firm will benefit from this by receiving a commission or for each
Umi lighting system sold. Additionally, the architectural firm receives the benefit
of Umi’s energy saving ability, making it an ideal addition to any LEED certified
building. Umi lighting systems could prove to be a valuable asset to the architectural
firms utilizing its design. With the increasing number of LEED certified buildings
and growing focus on sustainable development, Umi lighting systems will become
recognized for its unmatched efficiency in lighting. In the future, our company will also
promote the Umi lighting system to LEED groups/consultants to increase awareness
of the potential energy savings associated with the use of our lighting system.
Currently, we will seek to have the US Green Building Council, which oversees the
LEED program, recognize and broadcast that sustainable benefits associated with
the Umi lighting system.
The Umi lighting system is a product that will be built into a building’s
architecture through the use of Umi specific support beams. The majority of the
product components will be transported from their individual manufacturing sites to
the installation site via semi-truck, where the product will be built into the building’s
architectural framework. As mentioned before the acrylic, styrene, and silicone sheets
will be packaged together at Dow Corning and will be transported from there to the
installation site. All of these components will be shipped by FexEx to the installation
site utilizing FedEx’s Freight Priority shipping option. This would allow the Umi
Lighting System to be delivered to the installation site in about three days.
As previously mentioned, our company will seek to partner with architectural firms
and future LEED groups to create additional sales avenues and product awareness.
Potential partners include top architectural firms such as Skidmore, Owings & Merrill,
HOK, Perkins+Will, and Rafael Vinoly Architects that specialize in designing high-end
commercial buildings and green designs will be ideal partners. These firms can advise
clients to adopt the Umi Lighting System into their new buildings and will receive a
percentage of each sale.
“ The Umi lighting system is a product that will be
built into a building’s architecture through the use
of Umi specific support beams. ”
partners and distribution
financial plan 64
Installation: $500.00
Shipping: $1700.00
Tablet: $200.00
Aluminum: $2000.00
LEDs: $160.00
Styrene: $100.58
Acrylic: $107.42
Silicone: $5339.09
cost of goods analysis for 12.5 x 10.5ft
*For all of these graphics put a footnote or something on the page saying to refer to the
business binder for how these numbers were derived.
$0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000
Year 4
Year 3
Year 2
Year 1
Sales
$0 $100,000 $200,000 $300,000 $400,000 $500,000
Year 4
Year 3
Year 2
Year 1
Net Profit
income projections
sales projections
rollout timeline 66
8/20/2011create a team define the problem
9/15/2011identify multiple solutions
11/20/2011umi, quorra, prodolum
9/3/2011find pogs
10/15/2011develop concept ideas
12/15/2011research concepts for validity
1/20/2012decide on one conceptumi
4/25/2012build functional model/aesthetic modelresearch commercialization opportunities
3/1/2012finalize product concept
9/1/2012refine prototype
10/15/2012design marketing/ad campaign
3/1/2013setup manufacturing/distribution
5/1/2014achieve 20 sales in arizona
7/1/2012develop full scale prototypebegin testing
10/1/2012finalize prototypefile for patent application
12/1/2013run ads/seek partners
5/1/2013first product sale (arizona)
12/1/2014first interstate sale
12/31/2015sales in 10 states
suppliers and vendors 68
The most important supplier in creating the Umi Lighting System will be Team Spark’s
sponsor Dow Corning Corporation. Dow Corning is a world leader in producing high
quality silicone products. Recently, it developed a new silicone formula that allows for
the production of optical grade silicone material. Sheets of this new silicone material
are what make the Umi Lighting System possible because the silicone utilizes the unique
light dispersion ability of LED lights. Since each installation of the Umi Lighting
System is unique, silicone for each installation will be individually sourced from Dow
Corning Corporation.
Another important component in the Umi Lighting System are the LEDs.
Depending on the customer’s needs white, or red, green, and blue will be required.
The development of LEDs is still a relatively new field and therefore a large spread
exists in the quality of LEDs produced. Since the Umi Lighting System is a high
quality product meant for top tier clients, we will also seek out the highest quality LEDs
possible. Therefore, LEDs will be sourced from CREE, Inc. which is one of the most
established producers of LED chips and high power LEDs. An alternative supplier of
LEDs is Phillips because of the company’s long standing history in the lighting industry.
“ The most important supplier in creating the Umi
Lighting System will be Team Spark’s sponsor Dow
Corning Corporation. ”
On top of the silicone sheet there is a white styrene sheet that serves to reflect light
downward and underneath the silicone sheet is a clear acrylic sheet. Both the acrylic and
styrene protective sheets will be sourced from Dow Chemical located just a few miles
from Dow Corning. Once produced these sheets will be shipped to Dow Corning where
they will be packaged around the silicone sheets serving to already protect the delicate
silicone sheets during transport to the final destination.
The Umi Lighting System control panel is a tablet with a very simplistic operating
system, since its main purpose is to only control color hue, brightness, and on/off
functions. This tablet will be manufactured at Ponoko, a company that specializes in
making custom designs. Ponoko would enable Team Spark to make the tablet to the
desired specifications and at a lower cost than purchasing a fully functional tablet.
The least critical material in the Umi Lighting System is the material used to construct
the customized support structure. Light weight aluminum will be the standard material
used for the support beams, but the customer can choose to use a different metal alloy
as a customizable option. Ideally the aluminum would be sourced from Alcoa, one of
the world’s largest integrated aluminum producers. Umi Lighting Systems use a custom
clip design to support the acrylic, silicone, and styrene sheets that must be shaped.
The ordered aluminum will then either be shaped by Alcoa or a separate third party
manufacturer. The completed aluminum parts will then be sent directly to the site
where the new Umi Lighting System is to be installed.
suppliers 70
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ENGINEERINGDELIVERABLES
product function tree 74
Umi uses silicone to diffuse light through an office building
Services as office’s light
source
Innovative Design Diffuse Light Perform Consistently Communicate Conditions
Scribe pattern (light
protrusion)
Drop-down fixtures
Structure promotes diffusion
Won’t work correctly
Control panel notifies
Serves as a work of art
Correct scribe
pattern
Protection of silicone
Hides blandoffice ceiling
Correct LED
placement
Unwanted light
protrusion
product specification sheet 75
Changes D/W Requirement Responsibility Source
D Diffuse light through silicone Design Team Sponsor
Geometry
3/6/12 W Length: 6’-12’ Design Team Standard W Cross-section: Rectangular, 0.5”-3’ Design Team Standard
Forces
D Compressive/Tension < 50 lbs Engineer Text
Light Optimization
4/3/12 D Create scribe pattern for light protrusion Engineer Text
product specification sheet 76
Materials
D Diffuses light after 20,000 uses Engineer Team W Stiffness= ± 5% for 20 ° F - 110 F Design Team Standard
Maintenance
W LEDs last 50,000 Operating hours Design Team Standard W Adjustable attachments for easy cleaning Design Team Standard
Safety
11/20/11 D Operating range: 60 ° F - 80 ° F Design Team Manager W Retain shape after 100,000 operating hrs Engineer Text 2/5/2012 D Insert fuses to prevent electrical fire Engineer Text
product architecture 77
Power supply Control Panel
Distribution Box
Light Source
Protection ofsilicone
LightExtraction
Modified I-Beams
Frame (structural support)
Silicone Sheets (light guide)
product architecture 78
To start with the component functionality, the power source will power the LED
lights. Wires and resistors are inserted into the circuit along with the LEDs to create
a successful electrical stsyem. The LEDs will then be set in the vertical wall of the
aluminum attachments that slide onto the beams. The LEDs will be sitting flush
against the cross-section of the silicone sheets (light guides), which will diffuse the
light throughout the silicone. The beams will support most of the product loading and
are fastened to the beams and ceiling using nuts and bolts. The ceiling components will
be placed in many locations and made of steel piping, adding to structural support
and allowing for electrical wiring to be hidden. The design team will apply the most
effective scribe pattern, which will be introduced to the silicone after casting of the
silicone sheets. Lexan will then be applied to on both sides of the silicone to protect the
delicate silicone. A reflective material called Mylar will be placed on the top side of the
silicone to reflect all light downward. The scribe pattern allows for the most effective
light protrusion perpendicular to the ceiling and produce light in any desired area.
The LED lights will be wired to a power source, which will provide electricity and
fuel the entire product. Resistors will be wired into the circuit to create the necessary
“ The scribe pattern allows for the most effective light
protrusion perpendicular to the ceiling and produce
light in any desired area. ”
resistance needed for the LED’s voltage and current requirements to be met and
avoiding LED failure. These internal components and wiring will rest on the top side
of the thin aluminum beams. These internals will be exposed for easy maintenance,
yet hidden and won’t be seen by the product user all at the same time. This is because
from underneath the product, no internals like wires and resistors can be seen but when
maintenance or cleaning is necessary above the product elevation no disassembling is
needed at all. The LED lights will be placed into perfectly sized holes drilled into the
vertical wall of the beam’s universal attachment. This universal attachment has the
ability to fit onto any one of the aluminum beams and at any location, but it must
attach to the vertical wall of the beam.
The LEDs will fit snug into the hole in the attachment, exposing the bulb part of the
LED and keeping the wiring connection hidden. The same size holes will be drilled
into the cross-section of the silicone, and in the same location as the LEDs. When the
product is assembled, the silicone sheets placed into the beam attachments produce a
puzzle-like fit between the LEDs and the silicone sheets. Once the scribe pattern has
been applied to the silicone, the silicone sheets will be fastened down using clamps,
“ The LED lights will be placed into perfectly sized
holes drilled into the vertical wall of the beam’s
universal attachment. ”
product architecture 80
similar to vice-clamps, built on the top of the beams universal attachments. These
clamps provide the desired fit without using harmful/unreliable adhesives and glues.
The aluminum beams will support the weight of the light-guide silicone and all of the
other components of the product. Steel cylindrical piping is used to connect the beam
to the ceiling every 5 feet. The pipe bolts down to the beam and is can be attached to
the ceiling in many ways (bolted, tri-pod, clamp, etc) depending on the ceiling itself.
There should be no interference with any of the component fittings. The clamps allow
for extra room and then to be fastened down into place. All the electrical components
will rest comfortably on top of the beam structure. The pilot holes for the LEDs to sit
in will be measured and once the dimensions are known, these holes will be placed as
needed, since all the LEDs have the same dimensions.
Three beam structure/attachment systems were designed and compared thus decid-
ing which design produced the best product. The beam structure/attachment system
was one of the most important sub-systems, since the rest of the product components
would fall right into place, with respect to the design, once the beam structure and at-
tachment design were developed.
In our original design the structure is great because the actual steel I-Beams are very
easy make or purchase and they are very strong. This design does not allow for the
electrical/product components to be hidden, which is not aesthetically pleasing to the
customers. This design could also pose as a safety hazard.
This new I-Beam design is more lightweight and also provides plenty of room to hide all
electrical components for design except the protruding LEDs. Welding and making the
attachment system for the beam easy and fast allowing design freedom. This choice is also
cheap due to the material saved over the first option. A down side is this design is very hard
to fabricate, which means time and money. It also makes fastening the protective layers and
silicone difficult without adhesives. This makes the product either permanent or prone to
failure. Attaching the drop-down fixtures for this design is more challenging because the
curved bottom weakens the overall beam, putting this model’s overall structural safety
in jeopardy.
The last I-Beam structure, shown above, is actually nothing like an I-Beam at all and has been
newly engineered to negate some of the other design’s disadvantages. The beam is made of
aluminum and has an exposed top, which is very beneficial to the product design since it
minimizes the material used. Since the beam is made of aluminum it is very lightweight,
especially with the minimal material used. The beam uses a universal attachment for non-
permanent method of component attachment. The protective layers and silicone actually sits
between supports on the universal attachment piece that clamps the light guide into place.
The clamps allow for the structure to have the ability to be retro-fit since it is moveable.
Once clamped, the silicone virtually cannot come loose ensuring safety without damaging the
product at all. The electrical components will rest on top of the structure so it cannot be seen
from below. This also means that any electrical maintenance is very quick and easy. On the
other hand the design of the universal attachment is elaborate and is more difficult to
fabricate. Since it is also curved in every place, connecting the drop-down structure to the
beam is difficult.
morphological chart 82
Silicone
Silicone Silicone
Beam
Silicone Silicone Silicone
LED LED LED
Silicone
Protection
Silicone
Protection
Solution 1 Solution 2 Solution 3
Scribe Pattern (Light Protrusion)
Silicone Attachment to Beams/Support
Correct LED Placement
Protection of Silicone
ONOFF
Solution 1 Solution 2 Solution 3
Product Attachment to Ceiling
Control panel operated
Drop Down Fixtures (Optional)
bill of materials 84
Components Qty Cost (each) Weight (lbs) Material Description Source
Main Support Beam (Modified I-Beam) 9 $125 80.8 Aluminum 10’ long: LED & component housing Industrial Metal Supply (IMS)
Universal Attachment: Lower support 24 $40 7.6 Aluminum Lower part of silicone clamp IMS
Universal Attachment: Upper support 24 $10 1.5 Aluminum Upper part of silicone clamp IMS
Light Emitting Diodes (LEDs) 24 $15 N/A N/A Provide light Fry’s Electronics
Light Guide Silicone 18 $100 16.1 Silicone Light diffusion Dow Corning
Lexan 36 $40 8.93 Lexan Protection of silicone Lowe’s
Mylar 18 $10 0.45 Mylar Reflect light downward Home Depot
Bolt 180 $0.20 0.1 Steel Attachment of components Home Depot
Nut 180 $0.15 0.05 Steel Attachment of components Home Depot
End Cap 18 $15 0.15 ABS Plastic Close end of beam Dr. Ampere Tseng
Drop-Down fixture (optional) 4 $100 9.76 Silicone Manipulation of light Dow Corning & Home Depot
Steel Piping 18 $5 13.2 Steel Attach beams to ceiling Home Depot
Resistors 6 $2 0.05 N/A Create correct voltage Fry’s Electronics
Wires 300 ft. $15 5.5 Copper Allow flow of current Fry’s Electronics
Cutoff Support 6 $15 0.3 ABS Plastic Additional Support Dr. Ampere Tseng
proof of concept prototype 85
Power Supply
12.5 “
6” 9”
11.5”
13.75”
reasonable and justifiable social and environmental claims 86
“ Technology today has changed the way of life for
almost every person in some way or another. ”
Technology today has changed the way of life for almost every person in some way or
another. It is no secret that the technological advancements made in recent decades
are becoming more and more extraordinary and more and more common. These
advancements and inventions have become part of our every day routine. Since
technology has improved nearly every facet of our lives, we have begun to rely on
these advancements and would feel lost without them. Imagine living in a house
without electricity? Imagine living in darkness half of the day? Most of technology
today relies on electricity, and the energy used to power these technologies must
come from somewhere. Since society has pretty much become dependent on the
technologies of today, energy consumption has increased exponentially and doesn’t
seem to be changing any time soon. This dependency is beginning to take its toll on
our environment, so we have created a product that allows for all the same benefits
as before but will reduce the negative effects. Umi uses “light guide” silicone to
maximize the utilization of the light produced by high efficiency LEDs by turning
directional light into lighting an entire room, by taking advantage of the light-guide
silicones properties.
Umi is a product that will replace the conventional ceiling lighting systems used by the
majority of businesses today. Most businesses use incandescent light bulbs, which are
“ Umi utilizes light emitting diodes, LEDs, as the
source of light for the system. ”
extremely inefficient and have a very short life span of about 1000 operational hours.
Incandescent light bulbs are actually better heaters than they are a light source since
90% of the energy used to power an incandescent bulb comes off as heat, while only
10% of the energy actually lights the bulb. This seems like an unnecessary waste of
energy. Umi utilizes light emitting diodes, LEDs, as the source of light for the system.
LED lights provide a major sustainable upgrade because of their high efficiency and
long life span. LEDs last about 50,000 operational hours, which equates to about 4 to 5
years before the bulbs need to be changed. They are also extremely small in size,
ranging in diameter from 2-6 mm.
Although LEDs are an integral component in the product, the most important
component of the product is the Dow Corning developed silicone. This silicone is
known as “light guide” silicone because of its special material properties. This
particular silicone is remarkable due to the molecular make-up. Light diffuses evenly
throughout the material when light is shined into the cross-section of the silicone.
It is completely clear which allows for the light to be emitted most efficiently. LEDs
are the perfect lighting component to compliment the silicone to provide a more
environmentally friendly lighting system. No matter the shape or size of the silicone,
the diffusion of light is uniform unless there is a sudden change in light guide direction.
reasonable and justifiable social and environmental claims 88
“ Umi provides numerous benefits to the
environment and to society by merely utilizing
materials and components properly. ”
The guide is flexible allowing for nonlinear shapes and curves to be used as a benefit
if light needs to be directed around a corner for example. Also, light will also be
extracted from the silicone if any imperfections or is damaged (nicks, cuts, etc.) is
present. This technique can be intentionally created and used as another method of
light manipulation for the user’s benefit.
Umi provides numerous benefits to the environment and to society by merely
utilizing materials and components properly. The energy used to power only light is
extraordinarily high all throughout the world, and on top of that, a large amount of
that light is wasted because of poor utilization. Using light-guide silicone and energy
efficient LEDs, only a fraction of current energy consumption is needed to provide the
lighting performance.
BIOMIMICRY DELIVERABLES
biomimicry: visual communication design 92
Hardware LEDs
Side view
Top View
Hexagons can be found many
places in natures. Plants incorporate
tetrahedral elements that can be stacked
in hexagonal container, creating an
efficient and compact stacking system.
Bee hives are a repeated honeycomb
(hexagonal) shape that stack together
efficiently to create the hive. From
these inspirations I derived a hexagonal
packaging system that is easy to stack so
several components can be transported
at one time in the most minimal space.
Umi has multiple components that range
from big to small and it’s important to be
able to transport them all together. Each
hexagonal box is a kits of sort, packag-
ing the main sheets in the center and the
LEDs and hardware in compartments on
either end of the box. The same pattern
is repeated in the boxes that hold the
i-beams and drop down fixtures.
In nature, birds that are bigger
(stronger) with bright plumage can
attract mates more easily than their
smaller counterparts in some bird
species. In the hexagonal packaging kits
I’d developed a system. The i-beams
boxes are the biggest and brightest and
what goes up first, thus what I want to
attract the installers attention first and
signify the first thing to install. This
is followed by the slightly smaller and
darker sheets boxes and finally the drop
down boxes.
biomimicry: business 94
Umi is a revolutionary form of lighting system that also functions as an art piece. This
product is sustainable in a number of ways. First, due to the use of LEDs and silicone
to diffuse the LEDs’ light the user will experience dramatic energy savings over any
current lighting system. This results in less electricity consumption, which means less
pollution on the electricity generation end. Additionally, Umi has sustainability in mind
by being a product made entirely of materials that are environmentally friendly. Unlike
CFLs, Umi contains no hazardous mercury that must be disposed of in a special manner
due to its toxic nature.
However, silicone although very durable is prone to damage, abrasions, or tears. To
avoid such calamities the Umi lighting system turns to nature for the answer. One
example of almost infinite life are Sequoia trees. These trees can easily be thousands
of years old and rarely if ever have died of natural causes. Instead these trees generally
meet their end from soil erosion because they are almost impervious to pests, rot, and
forest fires. The secret of the sequoia trees is their two foot thick bark that provides an
incredible layer of defense for the tree. Even multiple extreme forest fires cannot break
through this bark. The Umi lighting system will attempt to replicate this process for its
“ Unlike CFLs, Umi contains no hazardous mercury
that must be disposed of in a special manner due
to its toxic nature. ”
silicone light dispersion material. The silicone sheets will be protected on the
bottom by a clear acrylic sheet, while the top is protected by a white styrene sheet.
These hard plastic sheets will provide support as well as protection from bumps,
scratches, abrasions or tears. This will ultimately reduce the need for replacement parts
and significantly lengthen the product’s life.
The styrene and acrylic sheets will be shipping from Dow Chemical to Dow Corning.
The sister companies are less than four miles apart making shipping extremely simple.
At Dow Corning the acrylic and styrene sheets will be placed on either side of the
important silicone sheets. These combinations will then be packaged as “ready-made”
panels, which will then be directly mounted into the Umi support structure at the final
location without any additional construction. Packaging all of these layers together in
this fashion reduces the possibility of damage to the silicone during transport. This
will ultimately save a lot of money because every silicone panel has a material cost of
about $450. Damage to the silicone sheets would be very expensive, whereas damage
to either the styrene or acrylic sheet would cost less than $10. The biomimicry inspired
protection system for the silicone panels will overtime save our company thousands of
dollars in potentially damaged goods.
“ The sister companies are less than four miles apart
making shipping extremely simple. ”
biomimicry: business 96
To achieve success Umi will require business partners. Inspired by nature’s symbiotic
relationships, I looked at the symbiotic relationship between ants and a plant that grows
hollow spines, which utilize the Evolve to Survive Life’s Principle. The spines are used
by the ants for housing, while the ants protect the plant from predators. This symbiotic
relationship is beneficial to both parties involved. I hope to create a similar mutualism
with my company that produces the Umi lighting system. We will create a mutualism
between ourselves and a “partnering” architectural firm. It is our hope to have the
architectural firm design Umi into new structures for its clients.
The architectural firm will benefit from this by receiving a commission or for each
Umi lighting system sold. Additionally, the architectural firm receives the benefit
of Umi’s energy saving ability, making it an ideal addition to any LEED certified
building. Umi lighting systems could prove to be a valuable asset to the architectural
firms utilizing its design. With the increasing number of LEED certified buildings
and growing focus on sustainable development, Umi lighting systems will become
recognized for its unmatched efficiency in lighting. In the future, our company will also
promote the Umi lighting system to LEED groups/consultants to increase awareness
of the potential energy savings associated with the use of our lighting system.
Currently, we will seek to have the US Green Building Council, which oversees the
LEED program, recognize and broadcast that sustainable benefits associated with
the Umi lighting system.
biomimicry: industrial design
Taking inspiration from the Phragrmites austalis plant, using tubes to help move the air from the center of the heat sink, to the outer, cooler area around it. With the air movement, it also creates pressure differences that also helps circulate air. Designed with diffrent angles to accomodate for airflow from most sides.
When we inhale, our lungs expand with the increase of air, this action also causes the alveoli in the lungs to increase surface area, allowing more oxygen to be transfered. Using this method, if we increase the surface area of heat sinks, would allow heat to be transfered faster and more efficently.
Surface Area: 5.7mm2
11.39mm2
12.09mm2
9.64mm2
13.04mm2
10.24mm2
(Current)
The above image depicts the reflective body surface of the Bupresid Beetle. This
beetle’s body surface reflects light at different wavelengths, therefore seemingly
changing colors depending on the angle of vision. This is possible due to the reflective
surface and different shapes and contours the shell of the beetle possesses. This was an
inspiration for the material Mylar to be used on the topside of the light guide silicone.
This material will reflect light back down onto the users. Coupling this with the scribe
patterns the light seen can be manipulated as desired.
biomimicry: engineering 98
The above image is of the portable casing around the Caddisfish for protection from
predators. The internal structure of the Caddisfish is fragile but utilizing the protection,
it is safe from being injured and even death. The silicone used for light diffusion in our
product is vital to the performance of the lighting system. Since silicone is easily
damaged, this scenario would create unwanted light protrusion thus weakening the
silicone sheets ability to diffuse light throughout the sheet. A Lexan casing is the
solution to this problem based off the survival technique of the Caddisfish. The Lexan
is clear and rigid, protecting the delicate silicone from damage during the shipping,
assembling, and maintenance processes necessary for the product.