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For my second touchpoint for the Zero Waste Festival, I decided to create a re-usable bag that visitors can purchase from the gift shop. I also anticipate that these bags can be purchased at the free Garden Guidance workshops. The incorporation of these bags will allow for people to re-use bags more rather than using plastic ones at stores that are flimsy, not super reusable, and also create loads of litter in communities.

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I went to visit the Southbank Centre on September 29th. I could immediately see the Southbank Centre. It contained an interesting layout with rainbow steps.

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For my first core brand touchpoint, I decided to create a mug for SBC. I wanted to make a re-usable cup that food servers could utilize and give to buyers. I was inspired by a food stand in Switzerland I visited where I ordered a cup of hot cocoa for 10 francs. The hot cocoa on its own was 5 francs, but I had to pay 10 upfront because the mug it came in was 5 francs. In the end, I chose to return the mug and recieved my 5 francs back. The method was very straightforward, sustainable and cute because I was able to take cute photos with the mug and it did not burn my hand like how some plastic cups do.

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For bag materials, I was influenced by this article posted by the National Geographic about which kind of shopping bag is the most environmentally sustainable. Originally, I believed that virtually any kind of cloth bag was more sustainable than plastic bags because of their reusability. To my surprise, I found that cotton bags actually take a lot of energy to create and must be used 131 times before they lower their environmental impact to the extent of plastic bags. Instead, other kinds of bag materials like nonwoven polypropylene are actually much more sustainable and only need to be re-used around 11 times before having the same impact as conventional plastic bags.

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Americans go through hundreds of billions of plastic bags each year. In an effort to curb the number of bags being used once and then thrown away, cities around the world have instituted bans or taxes on plastic bags. But are paper or reusable bags much better for the environment? Science shows that there is not a clear answer.
Plastic Bags
A major advantage of plastic bags is that, when compared to other types of shopping bags, producing them carries the lowest environmental toll. The thin, plastic grocery store bags are most commonly made from high-density polyethylene (HDPE). Although production of these bags does use resources like petroleum, it results in less carbon emissions, waste, and harmful byproducts than cotton or paper bag production. Plastic bags are also relatively sturdy and reusable. Many of the studies about different bagging options that show plastic bags production demands less resources assume plastic bags are used at least twice-once coming home and once as a trash bag-and factor this into the calculations about which bags are more sustainable.

Plastic bags are recyclable, though few people recycle them. Recycling plastic bags is a difficult task; they fly away in the recycling plant and get stuck in machinery. Because of this, many cities do not offer curbside recycling for plastic bags. Instead, large-scale retailers offer bag recycling services. However these services are dependent on the consumer bringing the plastic bags back to the store.

Bags that are not recycled end up becoming litter, because they do not biodegrade. In addition to filling up landfills and becoming eyesores, plastic bags that become litter endanger many facets of the environment, including marine life and the food chain. This is because plastic bags, like all plastic materials, eventually break up into microscopic pieces, which scientists refer to as microplastics. Microplastics have been found nearly everywhere: in marine animals, farmland soil, and urban air.

Though scientists have only just begun studying the consequences of microplastic proliferation, and we do not yet know their effect on animals, humans, and the environment, scientists are concerned about how this level of plastic pollution could change our planet. The studies that found plastic bags to be less harmful to the environment than paper and reusable bags did not take effects of litter into account and instead assumed that the plastic bags would be recycled or used as trash bags.
Paper Bags
Paper bags have some advantages over plastic bags when it comes to sustainability. They are easier to recycle, and, because they are biodegradable, they can be used for purposes like composting. However, paper is very resource-heavy to produce: Manufacturing a paper bag takes about four times as much energy as it takes to produce a plastic bag, plus the chemicals and fertilizers used in producing paper bags create additional harm to the environment.

Studies have shown that, for a paper bag to neutralize its environmental impact compared to plastic, it would have to be used anywhere from three to 43 times. Since paper bags are the least durable of all the bagging options, it is unlikely that a person would get enough use out of any one bag to even out the environmental impact.

Still, the fact that paper is recyclable helps lessen its impact. In 2018, 68.1 percent of paper consumed in the United States was recovered for recycling, a percentage that has been rising in the last decade. However, because paper fibers become shorter and weaker each time the recycling process takes place, there is a limit to how many times paper can be recycled.
Reusable Bags
Reusable bags are made from many different materials, and the environmental impact of producing those materials varies widely. One study from the United Kingdom (U.K.) found that, regarding bag production, cotton bags have to be reused 131 times before they reduce their impact on climate change to the same extent as plastic bags. To have a comparable environmental footprint (which encompasses climate change as well as other environmental effects) to plastic bags, a cotton bag potentially has to be used thousands of times. Materials other than cotton, however, perform much better in sustainability metrics. Nonwoven polypropylene (PP) is another popular option. Made from a more durable kind of plastic, these bags need to be reused around eleven times to break even with the impact of conventional plastic.

In addition to varying widely in their eco-friendliness, there is the chance that reusable bags go unused, because consumers have to remember to bring the bags with them to the store. The biggest positive of reusable bags is that their use cuts down on the amount of litter on land and in the ocean. Studies have found that bans on plastic bags in cities in the United States and Europe have decreased the amount of plastic litter in nearby waters.
Things to Consider
Because reusable and paper bags have a huge environmental cost upfront, and plastic bags create greater negative effects after being used, it is hard to determine which type of bag is truly the most sustainable. Regardless of whether the bag is plastic, paper, or another material, the most sustainable choice is the bag you already have. In every study and for every type of bag, it was clear that reusing the bag as many times as you can reduces its impact on the environment. Overall, making the effort to reuse any bag that comes into your possession, and disposing of the bag responsibly, is key.

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Though you may have heard reusable bags are always best, recent studies show a much more complicated picture.

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For my second touchpoint, I wanted to design a business card out of biodegradable and plant-able seed paper. I wanted this business card to be both professional, friendly and automatically convey my brand's eco-friendly efforts. I also thought about having employees hand out seed packets as well with wildflower species growing in SBC.

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Below, I have attached videos of motion graphics and videos of plants growing that inspire my concepts of my 15-second video and gif.

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Target Audience:
-Age Range: All ages
-Gender: All genders
-Ethnicity: Groups of all ethnicities
-Location: Tourists from around the world, Everyone living in London

Current Audience:
-Age Range: 20-80 y/o, but mostly middle-aged to senior individuals
-Gender: All genders
-Ethnicity: Mostly white individuals in Royal Festival Hall. More POC's started showing up in Queen Elizabeth Hall, likely due to the futuretense concert.
-Location: Individuals staying in Central London; anyone with access to the Tube

Interests: music, arts

Values: innovation, experimentation, spontaneity, classiness, adventure

Occupation: musicians, people in humanities, well-off individuals

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For reference, seed paper is a kind of paper made from paper waste and contains seeds that can grow if planted in soil and watered correctly. The paper is completely biodegradable, which I found very fitting for my brand world's mission to respect the environment through adding more flora to urban places like London as well as reducing waste. The look and feel of seed paper also instantly gives a more earthy vibe to the business card and shows clients instantly that entertaining while protecting the Earth is SBC's mission.

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Plant Wave instrument - a digital instrument that can detect sounds of plants and make them into music
-videos below are the Plant Wave music

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One of my first glimpses into semiotics and how strongly simple images can stay in our minds. I also really liked the Airbnb logo and how it derived from 3 different very iconic symbols: people, places, and love. This really sells its brand voice!

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This is a sketch I drew of the business card/seed packets with my finalized, horizontal logo.

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My notes on the Southbank Centre's overall audience.

Southbank definitely caters to all ages, but mostly within adolescents to elder age range. The center is right across the Thames in Central London--> likely draws mostly Londoner and tourist visits.

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Audience Audit: thinking about a Southbank fan's other favorite things

Summarizing my notes because my handwriting is quite poor:

-Interests: Music, arts, culture

-Values: Innovation and experimentation

-Occupation: Musicians, artists, lawyers?

Favorite Brand: TATE Modern, National Galleries

Personalities and Desires: excitement, musical, emotional, rhythmic, foodies

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PlantWave lets plants sing. Tune into nature and listen to the music of your plants.http://plantwave.com

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For the gif, I drew a short storyboard of possibly zooming in on the plants walking up the stairs to create the logo shape.

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For my first touchpoint, I wanted to create a community garden which grows seasonal produce throughout the year for community members to engage with and nourish themselves with. I also envision occasional(perhaps every fortnight) free gardening workshops taking place at this communal garden that inform visitors about growing produce. This touchpoint would instantly add more greenery within the SBC space while being directly of use for community members!

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I created a simple sketch of a bag design. In addition to the logo-lock for the Zero Waste Festival, I wanted to incorporate a cute art piece of a singing seed that sprouts a leaf from the soil. I believed that this seedling conveys the idea of the ZWF because of its joyful nature and its intersection with music.

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For my third touchpoint, I wanted to incorporate a vertically growing garden wall within the Queen Elizabeth Hall or in a different area in Southbank with a lot of glass and natural sunlight. I believe that this wall of plants would be a stunning, natural installation that visitors can admire. Additionally, the wall garden would serve as a stage backdrop for artists performing at SBC.

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This is the initial Illustrator vector I drew by tracing over an image of the SBC stairs that I took. I incorporated my color palette within the stairs.

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For inspiration, I gathered a Pinterest board of business cards that I find aesthetic and compositionally sound. I also enjoyed the simplicity of the business card designs because the limited colors and bold composition made the designs more impactful.

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-enjoy the fluidity and slight bounce of the leaves growing. Bounce gives a playful feeling that I believe Southbank Centre has. Fluidity adds professionalism.

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Plant Growing Animation | After Effects Tutorial | 2D Animation

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The rainbow steps at the Southbank Centre grabbed my attention and contained inviting words. I felt both reassured and humored by the words.

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I made my way to the Royal Festival Hall. The hall was sleek and made of concrete with many windows. Around the area, I noticed modern eateries and the bridge.

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I enjoyed the geometric appearance of the sign for the Royal Festival Hall. There are triangle shapes created by the angled signs.

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The interior of the hall was very spacious and filled with wooden accents. The hall definitely appeared to look like a concert hall and had a modern feel to it.

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The carpet in the hall had a distinct pattern which also shows up on Southbank Centre merchandise.

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We visited the "Skylon" restaurant within the Royal Festival Hall's third floor. It definitely looked like a restaurant that would require formal attire. There was a nice view of the South Bank area outside of the wide windows.

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Magazines at the Southbank Centre--> typeface creates a very dynamic and angular feeling to the designs

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Many cute and modern items for home decor. Items were quite expensive, would believe that this shop caters to more well-off communities

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Carpet pattern at Royal Festival Hall is displayed in a variety of the merchandise here too

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Modern, quite westernized dim sum restaurant that served Pan-Asian foods.

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The exterior of the Queen Elizabeth Hall 

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Brutalist architecture and iconic yellow stairs.

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I saw the iconic yellow stairwell attached to the Queen Elizabeth Hall. The bright yellow of the stairwell instantly caught my eye. Around it, the River Thames, London Eye, and other well known structures were visible.

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View from top of the main yellow stairwell

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As we made our way up the yellow stairwell, we saw a garden growing on parts of the building. This created an interesting combination of brutalist architecture, sharp angles, and plush greenery.

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Saw some interesting wooden sculptures. Did not seem to fit the rest of the Southbank Centre's aesthetic-- but maybe something I could work with.

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The interior of the Queen Elizabeth Hall was quite a shock to me. Compared to the quiet-looking exterior with drab gray architecture, the interior of the hall was very busy. Triangles were seen all around,

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Bar area inside the Queen Elizabeth Hall

-Queen Elizabeth Hall seems like it would garner a more hip, mature audience

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-opener for Freddy Forbidden

-very energetic and proud of queer and BIPOC identity

-Afrobeats and very girlypop music

-Honeysuckle duo

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-very experimental, rock music

-cool style

-audience definitely relatively young (20-40 year olds) and ethnically diverse

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Mission Statement: We're here to present great cultural experiences that bring people together. We seek out great artists and give them the space to create their best work.

What do we do?(functional purpose): complex of artistic/musical venues in London

Why do we do it?(emotional purpose):
Provide creative outlets to audiences and artists. Provide opportunities for musicians/artists that are diverse and innovative. Want to be a forefront of the arts.

What makes us different?(unique quality):
Variety of different art --> music concerts, art programs

What are our values? (core principles):
Creativity, providing programs for all. Promoting diversity, arts and wellbeing, innovation, environmental sustainability, creative engagement.

What is our personality?(human traits):
Playful, innovative, "forefront" of creativity, almost "boastful"

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Taking more photos of the yellow stairs. I was thinking ways of potentially incorporating this stair's shapes into a logo form.

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I ventured closer to the Hayward Gallery during this site visit. I was blown away by this installation of organic forms and the winding shapes it created. Made me think more about how organic forms can work aesthetically within brutalist spaces.

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-A very brutalist building. It felt a bit eerie

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Noticed a larger garden behind the Queen Elizabeth Hall! This garden excited me a lot because I originally was worried that SBC did not actually put a large focus on its re-greening efforts.

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Very interesting poster on the collaborative efforts that SBC is taking to "re-green" the brutalist space

-SBC is definitely innovative in planting trees in its space, but could a more nature-focused brand world push this notion further...

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closer view of the skate park. Lots of colours and graffiti against hard angular shapes

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Within the Royal Festival Hall.

-small library

-mostly empty

-some educational programs with young students happening in the space

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Satisfying rainbow book sorters--> could be a pleasing color palette. SBC is a friendly and inviting space

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-Enjoyed the scribbly, hand-drawn qualities of this book. The colour palette also closely resembles that of SBC's current brand style

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The Royal Festival Hall was established in 1951 by the Festival of Britain in a post WWII setting. In this time of uncertainty, the Festival of Britain wanted to showcase to the British population the most advanced arts, technology and science possible. Eventually, the Queen Elizabeth Hall and the Hayward Gallery were added to the Southbank Centre. (information from Wikipedia)

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-interesting how wiggly the sprouts grow--> winding path carries some Southbank spirit.

-innovation and growth are not linear, can be a little wonky at times

-Southbank has this pizzazz

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I Could Watch Time Lapses Of Seeds Growing All Day

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I am basing this touchpoint off of Washington University in St. Louis's wall garden installation. I have visited this installation many times because it is in close proximity to my home, and I always feel a sense of awe and calm when I stand in front of it. The wall makes me appreciate the stunning beauty of plants as they are naturally, so I wanted to include the same feeling within SBC.

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-typeface in this gif is actually quite similar to Southbank's logotype

-enjoy the colour palette and the fauna that appear to interact with the plants

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Flora and Fauna designed by Florian Farhay. Connect with them on Dribbble; the global community for designers and creative professionals.

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-very playful

-different kinds of movement in leaf and stem

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-interesting "time-lapse" element to gif(easier to animate?)

-I like the incorporation of the waterbottle--> something to "nourish" the plant people at Southbank

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Listen to dandelion music with a PlantWave plant

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Listen to dandelion music with a PlantWave plant. Shiv device. #plantwave #plantmusic #dandelion #plantsofinstagram #plants

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To start thinking about my logo, I wrote down the core words behind SBC's audience and purpose that I narrowed down to in the audit workshop.

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For my touchpoint, I wanted to create a seed paper poster of a hypothetical music concert that occurs at the Queen Elizabeth Hall. To introduce the magnificence of the newly installed wall garden, I drew a graphic with Procreate of a singer standing in front of a looming and lush wall garden. I wanted the feelings of the graphic to contain warmth, love and light in relation to plants, so I used pink and green colours from my color palette within the graphic.

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Built out of wood, poured concrete in. interesting texture on the walls with wooden beams

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First SBC logo brainstorms

-thought about ways to incorporate the nature-brutalist combination within the logo. For the first logos I drew, I made a lot of sketches that wrote out the words "SB" In the end, I was drawn to a small flower I created by attaching petals to a vertical serif-y shape resembling SBC's typeface. I liked the shape because it resembled different things like a trumpet, flower, music note, and torch.

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Purchasing the Plantwave instrument far exceeded my budget, so instead, I switched gears and purchased a music-creation app called Band Lab.

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I incorporated the flower icon I created into different images to further visualize how this versatile shape could fit into other icons. I also sketched some alternative flower logos that merged with the winding stairs at SBC.

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Further brainstorming of logos after a 1-1 tutorial. For these sketches, I tried thinking of other ways I could blend geometric shapes like triangles within the flower shape. This was inspired by the natural geometry that occurs in a lot of flora's petals and stems. I also had the Hayward Gallery's teeth-like roof in mind.

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Further brainstorming combining the flower growing out of the brutalist stairwell similar to the forested castle in "The Castle in the Sky" movie. I wanted to convey more about my mission to re-green SBC, and I was afraid that my original serif-y flower was not accomplishing this.

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During one of my site visits to SBC, I made audio recordings of my surroundings. This particular video taken near the skate park captured the interesting tube noises I heard often while at the SBC in addition to the voices of people and sounds of skateboards. I wanted to incorporate this audio in the final sound in order to directly add an element of Southbank.

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Drawings I made on Procreate of my favorite preliminary logos for a group tutorial. The serif flower and the asterisk were the most-liked iterations. The flower was liked for its evident message of re-greening and versatility in different icons while the asterisk was liked for its simplicity and geometry.

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-Started playing around more with the SBC stairwell again and thinking about how greenery can elegantly be incorporated on it.

-Thought about how it may be interesting to personify the plants so that they appear to be walking up the stairs.

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My research and sketchbook work for Make Your Mark are in the sections to the right of this section divider -->

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Notes I took and sketches I made of the Royal Festival Hall and Queen Elizabeth Hall

-noticed brutalist architecture and was intrigued by the small leafy garden growing at the Queen Elizabeth Hall rooftop

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Note about audiences in the Queen Elizabeth Hall

-drew small, intimate crowd

-20-40 year olds

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Noticing the differences between the old branding style and new branding of Southbank Centre. New branding involved painting the stairwell yellow and emphasis on the brutalist architecture

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Here, I wrote down my envisioned mission statement for Southbank Centre and its functional purpose, emotional purpose, unique quality, core principles and human traits.

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Wrote down SBC's competitors in this table and separated them by how traditional and innovative their website landing pages are.

SBC's competitors:

London Art House

Royal Academy of Arts

Barbican

Poetry Society

TATE Modern

Somerset House

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Word map to break down the different aspects of Southbank Centre in simple, short terms

Most Important words I put down:

-Thames

-Music

-Plants

-Brutalist

-Diverse

-Yearning for Experiences

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Brand personality exercise where I documented my own wants for SBC's brandworld. I wanted it to be more playful, confident, innovative, conventional, and friendly.

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Jung Circle personality test for SBC. Enjoyed personifying the center because it helps me think more about the brand personality I want for it.

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Diving even deeper into mind mapping. Took the most interesting words from my second mind map and created mind maps with them. "Brutalist" eventually gave way to plants and "Castle in the Sky", which was as very interesting pipeline. This is where I came up with the concept of combining plants and brutalist architecture for my brand world.

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Second mind map I created when thinking deeper about SBC's services and audiences. Expanding ideas for my own brandworld

Important words:

-tube noises

-discovery

-rhythm

-triangles

-brutalist

-blue light

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Touchpoint brainstorms 1 and 2: Indoor plant wall and bouquet-making workshop

--> I thought about ways that SBC could garner a better appreciation for the joyful and healing aspects of nature from its audience. I enjoyed the wall garden idea because that is a very long-term touchpoint that incorporates more greenery into the venues. I also envisioned it being in QEH. I was not super attached to bouquet-making because that involved more harm to plants than I thought was necessary(cutting off flowers stems)

Sidenote: I would like to mention that I ended up using the indoor plant wall for my Zero Waste Festival touchpoint instead of my Core brandworld touchpoint.

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Touchpoints 3 and 4: Seed paper Business Cards and Community Gardening Sessions

--> I received a seed paper card from a friend in the past and this inspired me to think about environmental ways that I could alter current touchpoints of SBC.

--> Community garden: likely placed outside of Queen Elizabeth hall and hosts workshops that inform the public about gardening. I hoped that this would increase overall knowledge of nature and directly nourish communities around SBC. I ended up using this touchpoint in my Zero Waste Festival.

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Initial sketches for moving image assignment. I was brainstorming the possible ways of warping my personified plant characters going up the SBC stairs into my simplified logo.

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Drew multiple iterations of plant-like characters walking up the SBC stairs. I thought that this logo concept better conveyed my want for SBC to appeal to "all walks of life" and show the duality between the brutalist stairwell and the organic plants. Because the drawing looked too complicated to be a logo, I attempted to simplify the visual so it would be more digestible.

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Simplifying the logo further.

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Explanation of the logo and what it represents.

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Worked on further simplifying the logo

-reduced the stairwell shape to a triangular slant

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These are notes of my defining messages that I want my brandworld to embody. Through my site visits and conducting more research on SBC, my biggest takeaways was that not only does SBC consist of a huge hodgepodge of rich history, performance and food, it also carries many juxtaposing elements. In particular, I really like the sentence I wrote that encapsulates this message: "Mirroring the lively greenery that grows on the brutality 1950's architecture, Southbank Centre represents the marriage between novelty and tradition."

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I wanted to create some differing personalities for my plant characters to bring elements of humor to the video and give the video a realistic, human element to it. I wrote down a list of characterizing traits to the characters in relation to their ages.

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-An initial storyboard for my video.
-For the video, I brainstormed motives for the characters to walk up the stairs. I personally had an interesting experience walking up the SBC stairs because of their dynamic shape and the view on the top of the steps, so I wanted the plants to also have this realization. For the pacing of the animated video, I wanted to make the plants walk quickly up the stairs at first, but as they continue walking, their pace slows and so does the panning of the screen. I also wanted this slower pace to reveal parts of the plant characters' personalities-- such as showing the adult plan helping the older plant(fruit) go up the stairs. To quicken the pace again, I thought of a possible intervention such as a water spout pouring encouraging "water" which allows the plants to quicken their pace.

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A more polished storyboard with arrows indicating direction for my 15-second video.

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When I changed my logo to its finalized state without the triangular slant, I thought about new possible endings for my video. After discussing with a tutor, I thought that the plants assuming a final position within a landscape of London would be a clever idea-- the plants would represent the SBC.

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Originally, I was planning to draw out the buildings of SBC that the plants would walk past. However, after speaking with a tutor about this idea, she told me that it would require too much time and effort for the scope of this class, especially with all of the assignments due in addition to the video. She proposed the possibility of taking photos of the SBC buildings instead and placing those in the videos to save time as well as create a unique, scrap-book feeling to the video. I really enjoyed her feedback and created another simple storyboard mapping this out and thinking about possible perspectives and angles I could would snap of the photos.

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With DSLR camera I borrowed from the Stock Room at LCC, I took multiple site visits to SBC where I took photos of the Royal Festival Hall, the skate park, Queen Elizabeth Hall, and Hayward Gallery from different perspectives. I would walk to each destination in the order of my storyboard and take photos in the process. The process made me appreciate the different, interesting angles that each building had. This collage only includes the pictures that I included in my final video. I took about 100 photos in total at SBC!

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With Photoshop, I made cut-outs of the images and casted Gradient Maps over the images using my color palette for SBC. I wanted the pictures to seem whimsical and fit within my brandworld.

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To show my touchpoint in action, I wanted to create an Instagram post of a gardening workshop. To brainstorm a name for the workshop, I wrote down different alliterative phrases and ended up with the name "Garden Guidance".

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Another compositional sketch I drew to make an Illustrator Vector from

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Finalized sketch which I used to create an Illustrator visual from.

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During our course's workshop on stop motion, I created this make-shift gif by drawing my plant characters walking up stairs and then having the overall shape become the logo. I am glad I created the gif because it helped me realize that the overall message of my logo definitely got lost due to the lack of looping it had. Especially since the gif played so quickly, I had a hard time grasping what was happening until watching it a few times.