Sylva
Brand and visual identity for a post growth community.
Short introduction to project, what it is and what we are about to see.
This project explored the environmental issues associated with industrial use of coal in a Post Growth community – that is an economic perspective that addresses the limits-to-growth dilemma. This perspective acknowledges that the planet has finite resources, which will become increasingly constrained as population growth continues. The goal of the post-growth process is to explore potential solutions or future scenarios that prioritize sustainability and well-being, rather than focusing on increasing economic output.
A collaborative effort, we worked in a team of four not only exploring the damage to the planet that using this fossil fuel causes but also the emotional and societal implications of us continuing to use it. We then developed alternative systems that would promote stable economic development and discourage reliance on this resource by offering sustainable alternatives and appropriate branding thereof.
Through a continued cycle of presentations to peers, tutors and our partner industry clients, the London based media and advertising agency Imagination, we were able to develop a green lifestyle centred around the community brand Sylva.
Challenges
The assignment of the Post-Growth Project focused on developing a deeper understanding of the brief while enhancing our ability to present ideas from the Post-Growth Toolkit. We also needed to ensure that our ideas were well-developed enough to be carried forward into the next stage, our Outcome and Imagine presentation. This required us to look towards the future for the development of our ideas.
I found this project particularly challenging, primarily due to my group's struggles with organization and meeting satisfactory standards of work. Initially, I took on a leadership role in an effort to manage these challenges more effectively. However, in hindsight, I regret this decision, as it caused me to miss out on important aspects of the project, such as experimentation, prototyping, and idea generation.
Feedback & Quotes:
Mark: "Be cautious of techno-solutionism—instead, simply refer to a mix of renewable energy sources."
Alice: "Move the images of your community to make them feel more real."
Mark: "Incorporate examples of existing village customs to ground your ideas."
Given that our main topic centered on coal, the development of our initial solutions led to feedback on how we could enhance our work. Taking this into account, we decided to focus on creating a more structured community system based on our ideas, rather than emphasizing post-growth technology as the primary focus.
Stage One
After carefully reviewing the feedback provided during the midpoint presentation, I was fully prepared for the final assessment at Imagine. I made sure to incorporate all relevant suggestions and insights to refine the presentation and ensure it met the project’s criteria.
Stage Two
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Stage Three
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Audience
Based on the research and development of our project, we decided to focus on creating a functioning community, one where everyone is accepted and can find their role within society.
Since our systems diagram centers around renewable, labor-intensive systems, we aimed to create visuals that resonate with blue-collar workers. The idea is that those who contribute to the system should be able to receive something in return.
After receiving feedback from our tutors following each pitch presentation, I made several adjustments to the project. We revised the project name, conducted more in-depth research into village customs, and placed greater emphasis on cultural studies.
With the feedback and work we had done we moved onto doing brand development for our community structure.
Development
With the feedback I received and the work I completed, I was fully prepared for the presentation when we arrived at Imagine. As this was one of the final assessment criteria for the project, I made sure to incorporate as much of the recent feedback I had noted during the midpoint presentation and afterward.
Before the presentation began and as we entered the building, my team and I took the time to outline and rehearse our presentation.
The overall response to our presentation was largely positive. We received valuable feedback and were commended for having a strong concept and a well-developed idea.
The next stage of the assignment began with research into the type of brand our group wanted to create. We started by outlining our brand during a mind-mapping workshop. In addition to defining the core values of our community, we also explored the who, what, and why of our brand.
During this process, we brainstormed potential names for the brand and ultimately decided on a Latin name, Sylva, meaning 'forest' or 'patch of woodland.'
Imagination
With the feedback I received and the work I had completed, I was fully prepared for the presentation when we made our way to Imagination. Since this was one of the final assessment criteria for the project, I made sure to incorporate as much of the recent feedback I had noted during and after the midpoint presentation.
Festova community festival
Final Reflection:
The final stage of our project's development, focusing on the delivery and presentation of our work. The key objective of this assignment is to demonstrate our ability to collaborate effectively as a team and communicate our refined ideas to a professional audience.
Overall, I am pleased with what I have accomplished throughout this project. I have gained valuable experience in public speaking, team management, and technical skills, particularly in using Adobe software.
Feedback from others on how to plan and practice my presentation has been invaluable in helping me refine my approach. With this knowledge, I will continue to develop this skill, as it enhances my understanding of how to effectively craft a narrative.
I have since learned that if I were to take on another leadership role, I should begin by organizing the group early on.
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