PPJ brand x_ayaki sakuma

0. Index

1. Start the project

2. What is “PRIDE” ?

3. Concept

4. Create our brand model

5. Outcome (brand)

6. Create individual product

7. Outcome (products)

8. Ready for Exhibition

9. Re!ection

10. Acknowledgement

Project Process Journal : BRAND X

Product Environment

Service

Experience

SOCIAL

Strategic Goal

Feasibility Unmet needs

ECONOMIC

ENVIRONMENTAL

1. Start the project

‘Produce a Brand’ LUSTGREEDENVYWRATHGLUTTONYSLOTHPRIDE

Overview


Objective Introduction

week 1: Discover week 2 : De!ne week 3 : Develop week 4 : Deliver

"emes

Working initially in small team, you are asked

to develop the proposition for abrand, whose

focus will bserve the needs of new market in

the near future. Responding to emerging and

predicted social, cultural, technological,

political, and economic trends, your new brand

will anticipate new concerns, desires and

behaviours to reveal a business opportunity

within a specific market sector.

Presenting your target market and first draft concepts for a brand that responds to the anticipated needs of this market sector.

Developing a DNA for your brand: name, identity, and set of values that express this feeling, and start to look at the material.

Alongside the further refinement of your brand identity you will now shift focus onto the design of the launch products.

Presenting the outcome of the project as a ‘point of sale’ stand for an imaginary Expo.

“Brand as not what you (brand owner) say it is, but

what they (customer) say it is” - Marty Neumerier

- What is a Brand ?

A brand is probably best described as the point

of convergence between the 3 previously mentioned

‘ touchpoints ’ , an idea explored by the

international strategic design agency Method,

who propose that successful brands build trust

through the development of a ‘brand pattern’ .

Pattern is what binds together the Artefacts,

Behaviours and Concepts : together Method

refer to this as ABC of Brand Pattern Recognition.

Consider each brand as

a n e c o s y s t e m o f

networked products,

each inspired by an

intellectual exploration

of one of the 7 deadly

s ins - wrath, greed,

sloth, pride, lust, envy,

and gluttony.

O u r t e a m g o t t h e

theme as ‘PRIDE’ .

apploach

tone

touch points

DNA

value

Mind map

2. What is ‘PRIDE’ ?Project Process Journal : BRAND X

PRIDE

Show off

Competition

Display

Self-Confidence

Trust

Nationality

Identity

Makes you proud

Authenticity

AccomplishmentBoast

Conceded

Arrogant

Attack others Protect myself

Ownership

Brag


“Pride is a self satisfaction legitimized by adversity or challenges

overcome before reaching the success.”

We started to think about Pride in different ways, good and bad way.

Pride is often confused with vainness, its a kind of pride with a pervers

attitude. Boasting of owning something starts by attacking people in a

way to protect yourself. This is then a kind of competion, by

comparing with the others. This is the notion we defined as a show off

behaviour. You have that object because you know that people know

it’ s valuable.

Then we analysed the good meaning of Pride. Being proud of owning

THE object. In that case you’ re proud of yourself, of your identity

because that object has a value at your eyes. It can be precious,

collector/limited edition, home made, recycled, or old. In that case that

object has a story, something that you are the only knowing it. We

defined this as a display behaviour. People will notice you wear it, or that

you have this object at home, but to know more about it, they will have

to ask you what is it story.

2 features of PRIDE


Accomplish

Authenticity

The objects that makesyou proud of yourself

because of owning / buying.

Arrogance

Boast

The objects that attackothers / protect yourself by

comparing with others.

Brag

Conceded Trust

Guilty

Persuit of Happyness

Need Money

Bad Moments

Strong PressureShy person

Single Parent

Single Adult

Death of your parent

Crash of your marriage

lose your job

Lack Self Confidence

Different Aspirations

Childless

Young mother

needs pride

WHO

WHEN


The quest ion is How managing to get

satisfied and pride in the consumer society?

That one that is creating your ambitions/desires

and in an other way frustrating you.

The main aspect of Pride we decided to focus

on, is the self-esteem.

Relationship with Society


The world becomes more and more fast. Nothing and nobody has to be at a fixed place or a fixed

time. This will change the way of living in the future. The living and working in different countries

for a certain time and their way to work, communicate and consume will be more digital. Most of

the objects that they will use are mass-produced without any personal regard or content and often

defined with money. It is necessary to find a balance between progress in the society and the needs

of the people. With our work we decided to create a brand keeping values in the monetary and fast

moving world.


our brand...

3. Concept

Make you PROUD.


You are proud of yourself, of your identity because that object has a value at your eyes. It

can be precious, collector, limited edition, home made, recycled, or old. In that case that

object has a story, something that you are the only knowing it. We defined this as a display

behaviour. People will notice you wear it, or that you have this object at home, but to know

more about it, they will have to ask you what is it story. We aim for this.

recycle

sharing

patina encoragement

expless tarent memory

DIY customize


3. Concept

ADD STORY


experience, memory

shape, price

service & system

How to add story?How to feel self-esteem?

DIY studioCo-working SpaceFab-lab School......

main ideas

4. Create our brand modelProject Process Journal : BRAND X

Learning new skills, Do It Yourself, being

able to express your creativity and share it

with others, becoming responsible about

material waste and engaging in community

activities boasts our self esteem and gives

more meaning to our lives.

With our brand we want to explore a new part of the existing

market. Actually the DIY-Ideas are often for doing at home. You

can find it in the internet or magazines. But we want to offer a

possibility to go to a place, meeting people, charring ideas and

doing products on your own. So we want to combine public

space, meeting people, DIY and using recovered materials.


Do It Yourself

Meet peoplepublic space

Aloneat home

Internet Reality shop

Ready Product


5. Outcome

Believe in your creativity.

Be proud of it. Express it.

and share it with others.


service & system

5. OutcomeProject Process Journal : BRAND X

When you think to create something, have

some old stuffs, would like to do with others,

you can sign up with on our website.

After you attend the course, thre is 2 possbilities. First, you bring home

yout product signed. Be proud, you did it. You have taken part of the

Atelier Simbiose experience, you have shared and learned with everybody.

The second possibility you have, is to sell out your object on our online

shop.you will get paid for what you did, and a part of the benefit will go to

our charity annual event. Feel even more involved in your town life.

All you need now is bring something old or

not of use for you anymore. Let’s make !

Atelier Symbiose offers

you the opportunity to

join one of 4 courses

that run every month.

You can join the growing

creative community. After

your enrolement, you will

receive a welcome package

with a lot of info about us

and the project you chose.

Each time a different project with a different

designer. 4 courses produce Do It Yourself

recycling used materials of each. You’ll make

only your product with others and designer.


Annual Workshop


We are not only just an atelier, but also charitable

assosiation. We conduct annual charity workshop

twice a year. It is composed two days, our event

take place in a common space in Glasgow to

welcome different wotkshops. Everybody will be

welcome to make a civic project during one day

and the day after will be devoted to the exhibition

or selling of this common work.


manifesto


You want to build something with your hands, something useful, for

you, your city, and you are interested in design. Join our atelier, meet

people and share your knowledge, and learn from the others.

Atelier Symbiose is an unique charity brand that provide you the

satisfaction of doing yourself, for you and for the others. You will be

welcome to the designers studios, with who we have an agreement

work. Every month a new experience, a new project, a new designer.

We provide you projects, tools, space and contacts to make your own

product. Be proud of bringing your handmade project home, or even

to sell it on our website shop.

The benefits are used to create civic projects in Glasgow twice a year.

Don't miss this events, and keep having a look on our website.


Brand Name

“Atelier Symbiose”

Logo


Our Brand is promoting sustainability by

recycling and re-using objetcs and materials.

T h e r a n g e o f f u r n i t u r e i s b a s e d o n

co-existence of different stories l iving

together as a symbiosis “the living together of

unlike organisms” .

It is an experience that people will live and

share. They will come ,learn, and share their

skills, knowledge and tools with the others.

We see our brand and expect people to see

our brand as an Atelier spirit. Bringing back

this concret collaboration and working

process as a convivial space. Here we are

Atelier Symbiose.

How to te l l our brand

“atelier SYMBIOSE” to

others? It is better easy to

understand, the logo has

letters A and S, or it is not

necessary the letters, if only

it is symbolic. Stamp small

object simple to understand

if it has few letters, not too

thin.Overwrite a signature

(& No.) on the stamp. It is

good for stamp to have

s o m e s p a c e f o r w r i t e

sign&No. but its still cool

if there is no space.


How to show our atomosphere ?

Key word : Simbiosis, Encourage,

black, dark brown ...... it can be base to

frame, line, or so.

ocher, dull white ....... it can be base to

Background. express “nature” .

kinds of green ....... express “symbiosis” .

dark orange&red .......express

“warmth” ,” calm” and ” reuse” .

kinds of blue ...... express “high

quality” ,” clean” and ” special” .

　　　　　　　　　　Atelier, and café atmosphere. People are making, displayin,chatting and

sharing. The material inspiration is based on preciousity, authenticity, natural, originality. 4

differents moods with wood, metal, ceramic and leather.

Image collage Colours



leatherwood steel ceramic

Atelier Symbiose offers 2 programs.

One is a monthly cources which

produced by especial designer,

second is an annual workshop.

Enrollment and selling on online

produce benefit for our brand, it

takes to annual workshop and payback.

system overview money chart

enrollment

Monthly cource

Annual workshop



RequirementSketch brainstorming

6. Create individual productsProject Process Journal : BRAND X


Use Recovered MaterialKeep MinimalNot di#cult to create

Requirement

6. Create individual productsProject Process Journal : BRAND X


Progress of recovering, Shaping rulePlace - kitchen or dining

- How to clarify our brand identity?

1.Disassemble leather

products as you like and

make abig rectangle. Its

good in prepareing some

pockets, shoes etc.

2 . Pu t i t on two i ron

which are comblished.

3. Attach the pockets and

s h o e s w h i c h w e r e

prepared on outside.

4. It is completed when

you making a crease and

adjust the form.


7. OutcomeIndividual product


　　　　　　　　　　　　　　- Magazine stall made from old leather. It will embellish your

room with characteristic textures. Accessory cases on outside aloso help you.

The idea is for you to collect a

ceramic broken or outdated which

is no longer of use or you want to

restore the function and aesthetic

required. Thus the traditional vase

transformed while keeping the

propotions preserved.

High top desk table. This design

offers the workshop partcipants

the opportunity to be as creative

as they dare to. They could bring

any old pieces of furniture to

build the top and will also learn

how to build the metal frame.

Metal is a fantastic material for creating furniture. I liketo se

the way its in symbiosis with another material. I invite you

to create exciting and interasting pieces of furniture with old

bike handlebars.

What kind of bike you

prefer, to create your

individual seat ?


7. OutcomeIndividual product

Ceramic Metal Wood



booklet poster

8. Ready for ExhibitionProject Process Journal : BRAND X

Our brand has 4 product

of each courses. We ready

for the exhibition, made 4

booklets. The booklets

make the shape of our

brandlogo with ghathering

Containeds explain each

product, our brand system

and our spilit.

We made a poster to ready

for the exhibition. The poster

show our sp i l i t which i s

“symbiosis” .

Each products silhouette make

our logo with gathering.

Introduction & discovery

9. Re!ection

I have twice experience to do "Branding Project" in our university.

First is producing Stationery Family products, second is producing a future company dealing with

Plant Factory including service, system and products.

The lecture "what is a brand?" was really interesting mentioned in Introduction.

I have known the branding method unclear, but Brand Pattern ABC etc made me clear. The themes

which gave us also excited me.

The brainstorming for future society which did at first was insufficient, I guess.

It couldn't spread widely in limited time, and it is suitable not only producing a brand. I couldn't

understand why it was taken place at that moment. This step is suitable and efficiency doing at

individual first, then gather with member.

Although I imagine that brainstorming was "a lecture" for learning Design thinking method in this

time, I guess.

We could analyze "what is pride?", I think. Lots of good investigation for theme. Two characteristics

and relationship with future consumer society were reasonable, easy to understand and rational. But

we needed more time for discuss moments. We might think about persona more and more,

strengthen relationship with "Future People ". It was insufficient as strong background.


Creating Artefacts

9. Re!ection

The name as "Atelier Symbiose" is quite beautiful. It express our brand very well. The words

connect our concept and background strongly, it is perfect. It is important the word establish our

brand as not only product and service but also place and environment.

We took most of time to decide our logo. We couldn't put in order our direction, it was really

troublesome. Finally we decided forcibly a little, but it become good logo. Personally, I also like CG

logo than hand writing, it is cool.

We couldn't discuss image collage a lot too. Naturally, we decided 4 material but it should be more

discussed, I think. We had to discuss and consider about "What kind of atmosphere", "What kind of

material", "what kind of practical using" all stuffs.

Scattered colors were also insufficient to discuss. The reason why we decided each material at first.

Each material pull the color image to itself, we have scattered image each by each. So we couldn't

put in order together.

Finally, the image and quality is good to a minimum, there is still lots of space to develop.


Concept & Creating our brand service model

9. Re!ection

We couldn't get profound concept, considering that all background. I might want to say these in

richer way. The concept is persuasiveness if we can explain all the stuff in background.

"ADD STORY" is also suitable for our theme. But we couldn't spread our idea after that. The idea

didn't connect to concretely service model from "how to add story", our proposal became not

innovative and usually, I feel.

The reason why there are lots of innovative service such as Fab-lab. Actually the creative space is

trend in the world, so the combination of exiting service couldn't produce innovation. It was better

more based on web platform, just like as open source is interesting for our service. Do it yourself

and Do it with others, annual charity event are also not innovative but these fit with our

background, so there was some signs of high quality and high status.

We aimed making these stuff deepen.


Creating Artefacts

9. Re!ection

The name as "Atelier Symbiose" is quite beautiful. It express our brand very well. The words

connect our concept and background strongly, it is perfect. It is important the word establish our

brand as not only product and service but also place and environment.

We took most of time to decide our logo. We couldn't put in order our direction, it was really

troublesome. Finally we decided forcibly a little, but it become good logo. Personally, I also like CG

logo than hand writing, it is cool.

We couldn't discuss image collage a lot too. Naturally, we decided 4 material but it should be more

discussed, I think. We had to discuss and consider about "What kind of atmosphere", "What kind of

material", "what kind of practical using" all stuffs.

Scattered colors were also insufficient to discuss. The reason why we decided each material at first.

Each material pull the color image to itself, we have scattered image each by each. So we couldn't

put in order together.

Finally, the image and quality is good to a minimum, there is still lots of space to develop.


Creating individual product

9. Re!ection

10. Acknowledgement

I have nothing further to say about individual product because the brand is not each product but

system itself. The value of each product was weak at the same time. I had wider ways to produce

product because the sketch brainstorming was substantial. Although I have no confidence for each

products because there is not enough reasonable contexts. I had not draw sketch at long time, so I

was excited to sketch. Especially, pairing with water color excited me a lot.

I am not satisfied to ready for exhibition. I believe the words "We have to ready enough time to

explain the project than create it". The time which gave to us 1 week is not enough, so I want 2

more weeks. We couldn't ready for a poster especially. It was totally different with we discussed

before. It is bad, but good for my experience.

I am not good at english as you see. I would like to express my gratitude for everyone. I am deeply

grateful to Mil and Kirsty who give us accurate feedback and of course my teammate. This 4 weeks

are wonderful experience for me including a lot of reflections. Best Regards.


PPJ brand x_ayaki sakuma

Education

Transcript of PPJ brand x_ayaki sakuma