Creative Enterprise - DCM1: Week 10-11

Class:
Class was mainly focused on working towards the hand in but we received some feedback on what to keep in mind as we moved forward;

-Keep the connection between our aims and our outcomes
-Direct correlation + direct impact
-Link skills to needs, socks, blankets
-Keep dcm + colour
-Could these skills + group networks develop into a craft fair -> as a speculative future idea
-Talk about how we've developed since week 7, how did the feedback change our direction

Writing i did for the dossier

MOVING ON FROM WEEK 6/7

What we presented:

In our week 6 presentation we addressed how we wanted to respond to DCM’s request in the following weeks. This response was presented as two parts, the first being a reworking of how DCM presents themselves and the second being a form of campaign which would foster sustainable networks with groups who could fundraise for DCM. We received insightful and encouraging feedback from our presentation which outlined what we need to be aware of as we moved forward with this project.

We need to define who it is exactly we are targeting with our campaign and how we will address this audience. Michelle was very pleased with the idea that our campaign can create sustainable outcomes with not just the skills acquired but the networks as well. She also liked our willingness to encorporate tikanga maori, and that the community aspect of DCM’s name can actually be used as a strength.

After follow up discussions with Michelle we found that the website was already being redone in the near future and if we were going to change the logo it would have to be similar to the old one as it would take a while to be approved. So we decided that we would work on the logo with this in mind as well as working alongside DCM’s current social media manager to create a more effective online presence. Then we would make sure that our campaign would work towards creating more significant forms of fundraising for DCM as the book fair will not last forever.

Additions to dossier content:

Rewriting/optional rewording of what Erin and Nicki had already written (rewriting/additions in blue, my original writing in black)

THEY SAID. WE HEARD. THE REAL ISSUE

There are two key issues that we have identified through discussions with our client. Michelle has repeatedly expressed the importance of sustainable fundraising that does not require extra time or money which DCM does not have. She has also revealed her dissatisfaction with the current DCM logo and website. We have responded to these issues with an advertising campaign that targets people and groups with skills that can be used to raise money and awareness for DCM as well as reaching out to volunteers who can offer specific skills which DCM requires. DCM’s slogan “Together we can end homelessness in Wellington” is integral to DCM’s being and emphasises DCM’s desire to have all of Wellington strive to end homelessness. This is reflected in DCM’s original question posed to us, “How can design help Wellingtonians to understand what they can do to support those experiencing homelessness in our city?” and we have made sure to keep this in mind when designing our solutions.

SENSITIVITIES

Should we talk about Manakitanga - and other maori frameworks integral to dcm?

The situations of people who utilise DCM require a level of sensitivity when it comes to the language we use to talk about them and the imagery we use to represent them. We recognise that each individual who walks through the doors of DCM has a story and a reason for their current situation of homelessness and we should not be presumptuous toward the Tau Mai. We have made sure that the Tau Mai are spoken of respectfully and have been thoughtful and considerate in the design of our campaigns.

The situations of people supported by DCM need to be treated with respect and sensitivity in regards to the language and imagery we use to represent them. We recognise that each individual who walks through the doors of DCM has their own unique set of circumstances and history, as such we should not be presumptuous towards the Tau Mai. We have made sure the Tau Mai are spoken of respectfully and have been considerate of their needs as well as our target audience in our design solutions.

THE MARKET WE ARE IN

We are in the charity donations and awareness market. The primary focus of our efforts with the website design, social media promotions and poster campaigns is to create a wider awareness for DCM and to create a system that sustainably brings an income whilst maintaining sympathy and respect toward the Tau Mai as it is the homeless that we are designing for.

(Do we need to specifically say what market we’re in, maybe just start with this at the beginning of our solutions? And have the question that DCM posed to us as a title for that section? Or part of that section?) The primary focus of our efforts with our campaign, social media and logo design is to create a wider awareness of DCM and to create a system that reates self-sustaining networks and income for DCM whilst encouraging sympathy and respect toward the Tau Mai.

PERSONAS

Personas are a way of visualising our target audience of our design solutions. They are a way of determining more specifically the type of people we should tailor our solutions for in relation to their personalities and backgrounds. We recognise that everyone has a different capacity to help and a different level of sympathy and awareness that determines their willingness to help DCM. In general all of our personas have shared sympathetic values and genuinely want to help others, but have barriers stopping them from doing so.

Those whose barrier is money but have spare time to give are presented a solution through our design which informs that although they may not have money to give their skills and time is still greatly beneficial to DCM.

These skills can bring forth benefits in the form of sourcing donations through the selling of items created with skills as individuals or as a group. These people can also help to spread awareness of DCM with their fundraising and own awareness of DCM. Also those who have specific skills that DCM needs such as skills in the medical field are able to support DCM in areas or initiatives which are lacking. Of course we are unable to design specific outcomes for every type of skill, hobby or professional due to time and resources. However our solutions can give examples of how these skills can be targeted and can always be used as a basis for targeting more specific skills DCM may need in the future.

GOALS

We are using our skills as designers to think creatively around an issue that has been presented to us by an external client. We aim to meet the requirements of our clients in this presentation by offering suggestions and visual ideation that have the potential to be developed further from this project. The suggestions we have today are only a starting point to solve some of the problems we were asked to consider. Time constraints have given us a realistic approach to how much we can achieve and we feel that our time was well spent with the re-design of the logo, a looks like website model and a metaphoric poster and facebook campaign.

(or/Time constraints have given us a realistic approach to how much we can achieve and we feel that our time was well spent with the re-design of the logo, a looks like website model (the creation of a campaign which facilitates sustainable networks through the use of posters, website functions and strengthen social media presence)

BUDGET

Due to the majority of our solutions being implemented through a digital environment there is a reduced cost. Which was our aim as we do not want to put too much extra pressure on DCM to supply extra funds from their budget. However the poster and implementation of the new logo may incur a cost in the creation of physical copies and the physical execution of the new logo.

Although DCM may be able to source funding for printing from businesses such as Artisan Screen Prints, Decoart, Fuji Xerox, and Prestige Print,who, by looking through DCM’s 2015 annual report have supported DCM before (reference) which raises the likelihood of DCM being able to obtain funding for these physical executions.

LOGO

In our redesign of DCM’s logo we have made sure to embody the importance DCM places in their use of maori frameworks as well as the fact that DCM focuses on ‘housing first’.

In our discussions with Michelle in regards to redesigning the logo she informed us that the redesign should still retain elements from the current logo or else it is less likely to be approved. We also do not want to deter too much from the original design and colours because we have come to understand that it is important that not only the Tau Mai are still able to recognise the logo, but the public are able to learn a little about who they are from the logo semiotics. Maori culture and the ‘community’ aspect of DCM’s name (if this is emphasized in the final logo) is at the core of their being, therefore we have used accent colours and Maori imagery and symbolism in the house iconography and the redesigned logo.

(if we have Downtown Community ministry in the logo, should we explain how the general public wants to know what DCM stands for but the tau mai only refer to DCM byt its initials, by having both we are addressing the needs of both audiences)

CAMPAIGN

To support the improved use of social media, we established a campaign that could be used both online as social media posts and in a physical space through posters to raise awareness and allow people to contribute to DCM in a different way. Public exposure to DCM through our poster and social media campaigns will widen/broaden? the way people think about giving to a charity; that not all giving has to have monetary value and that time and skills are just as valuable. *We adopted the idea used by the Wellington Potters Association to create a broader volunteer base, focusing on an individual or a group with varying skills who then create a series sellable goods to be sold to the Wellington public with the profit going to DCM. *We were inspired by the way the Wellington Potters Association were able to raise funds and awareness of DCM through the use of their skills. By focusing on individuals or groups with varying skills who then create sellable goods to be sold to the Wellington public with the profit going to DCM.

Groups such as Wellingtons Potters Association, The Fabric Hoarders, Stitch and Bitch or even a collection of friends or professionals with a shared hobby, can create a group by registering through our website (which could become an aspect of the new redesigned website for DCM which is being developed in the near future), which individuals can then decide to join, and connect as a community to use their skills to give back to the wider community they are a part of. (give support to the Tau Mai?/ give back to the Wellington homeless community?) The products created in these clubs or groups are then sold to the Wellington public in various shops around the city. This extends the awareness of DCM whilst generating a sustainable income of money for DCM to support Tau Mai in need.

POSTER

(write when we actually have a mocked up poster) The poster is meant to catch the eye of and inform people who may not see DCM in the internet space. They are informed of how their hobby skills can be used to help the homeless and where they can go to offer these skills. We have used ( describe what imagery we used and why, type etc.)

WEBSITE

We have designed a mock up website that offers a modern aesthetic and an easy to navigate layout. The website is a continuation of our campaign and logo(more of a continuation of the campaign rather than the logo?) as it includes options to register as a volunteer or a group who can help fundraise by selling their crafted goods.

SOCIAL MEDIA

Through social media we want to generate awareness of DCM and all the great things DCM does. By taking photographs and writing short captions to accompany them, we can create attention visually and verbally. Both a photo and caption adds to the interest of the post. Because social media users typically scroll through numerous images and text we want DCM to stand out from the rest. By showing and telling the positive stories of DCM including the staff and taumai, we believe members of the public will become more engaged in, and supportive of the activities DCM provide the community. Additionally, through social media there is the ability to advertise the campaign we have designed. Social media is a free advertising platform that we can use to our advantage.

(show in this section(under photos etc. not necessarily in this paragraph) research of when people frequently go on social medias, Matts original perceptions/unawareness vs your solutions for these? )

User journeys after this?

Scope: ?what does this entail?

Budget:

flowchart/ timeline: ?what sort of thing would be in here?

Team members: Same as old dossier?

Some subtle kerning of Alex's logos and trying out different compositions/sizing which relate to dcm's old logo