Impact practices: Communication & Design Case studies Cristina Pinheiroa Isabel Farinha b and Ana Margarida Ferreira c a
Department of Design UNIDCOM/ ID:Co.Lab IADE, Universidade Europeia, Laureate Universities, Lisbon, Portugal
[email protected] Department of Advertising and Marketing b UNIDCOM/ ID:Co.Lab IADE, Universidade Europeia, Laureate Universities, Lisbon, Portugal
[email protected] c Department
of Design UNIDCOM/ ID:Co.Lab IADE, Universidade Europeia, Laureate Universities, Lisbon, Portugal
[email protected]
ABSTRACT This paper presents two research projects developed in the context of IADE Research Group ID:Co.Lab/ UNIDCOM which have already been implemented: L3 Project and Atelier Ideal Project/Association Renovate Mouraria. These impact practices combining public interest, design and social entrepreneurship were elaborated as collaborative projects between students and vulnerable local communities. Through these case studies, we aimed at answering the following question: how can designers and advertisers accelerate vulnerable communities’ growth by shaping financial sustainability and social impact products. L3–Lisbon community-based Learning Laboratory (Lisboa Laboratório Comum de Aprendizagem) is a collaborative and transdisciplinary project whose objective was to develop the training of university students in the areas of engineering, design, social sciences and humanities. We present here two brand design projects. The main goal of Ideal Atelier Project/Association Renovate Mouraria was the construction of a research and development project created in a co-creation process according to a communication & design approach promoting and guaranteeing sustainability, in order to (1) enable local merchants, through an individualized monitoring program in the areas of communication, image, business management, the creation of moments of sharing good practices and networking; and (2) promote the local commerce of Mouraria by creating a tourist route and a pop up event. For students, the intense emotional interactions and awareness of the real contribution, skills and positive impact of their work, by the implementation of these projects in the relevant communities, were the most relevant outputs of this experience. Keywords: Collaborative Learning, Co-Design, Sustainability, Social entrepreneurship, Brand design.
INTRODUCTION “Why must we take responsibility? Because we can”. David Berman This paper presents two sustainable case studies of applied research-L3 Project and Atelier Ideal Project/ Association Renovate Mouraria. With them we have tried to accomplish some specific aspects, such as: understanding what the communities are looking for; target audiences; partners, type of products and services they need; promote design practices focused on causes of social impact and helping the disadvantaged communities through the design practice with pro bono work. Proceedings
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By creating guidance in the context of social innovation we are, for one hand, able to provide a communication & design solution-oriented project trough participation and experience to underserved communities. And, for another hand, we are strongly motivated to develop distinctive communication & design practices as teaching tools for our bachelor, master and PhD courses at IADE-Universidade Europeia. The research applies an interactive and collaborative methodology.
L3 – LISBON COMMUNITY-BASED LEARNING LABORATORY General context The L3 - Lisbon Common Laboratory Learning is a collaborative and transdisciplinary project whose objective was to develop the training of university students, mainly in the areas of engineering, design, social sciences and humanities, through the application of innovative active learning methodologies based on solving problems of vulnerable urban communities. It's a multidisciplinary consortium of 3 Universities - IADE- Universidade Europeia, FCSH (Faculty of Social and Human Sciences, Universidade Nova de Lisboa through IHC (Institute of Contemporary History and Instituto Superior Técnico, IST, through Center for Studies in Innovation, Technology and Development Policies IN+. This multidisciplinary team ensure comprehensive and diverse range of action at the level of initial higher education and post - graduate. This project had its focus on vulnerable urban communities and on new learning processes linking different stakeholders or academic partners to design diverse solutions contributing to citizens’ wellbeing. For that, each university assigned different courses covering a broad and diverse spectrum of skills and scientific knowledge. The L3 Project aimed scientific and civic education of students, through the application of innovative methods of active and collaborative learning in community settings. By encouraging students to learn in extra-academic environments they will acquire awareness of the society in which they operate, acting with responsibly in a context of uncertainty, giving answers to real problems that are affecting the communities, enhancing and developing student’s intrinsic cognitive processes and abilities (Cross, 2006). The "city", became an educational partner in this collaborative project. Through this project, the learning spaces merge with the city itself, which takes the informal agent function of education, source of training and socialization process (Bernarda, Ferreira, Silva & Queiroz (2017). The involved students where called upon to carry out collaborative projects with each other and together with the communities to understand and answer closely to immediate practical issues (Stoecker, 2005) and real problems.
Figure 1”- Visual Identity of L3 Project created by Levy Olivares from Design and Visual Culture Master Course.
L3 DESIGN PROJECTS IADE has been a laboratory of creativity, talent and leadership, recognized generally throughout society. It has been able to lead all students to experimentation and success and encourages people to test their own talent, to accept taking risks, simply to believe in themselves, making them the best of the best, in life or in future professional integration. In this context, among other projects developed by IADE students from local vulnerable communities, we present here two small projects that include the creation and implementation of two brand Identities and two Brand Books and their graphic applications: a) Restaurante Tradição da Colher, Bairro do Rego, Entrecampos, Lisbon, Portugal; and b) Papelaria Tabacaria Bumbinha Unipessoal, Lda., Bairro do Rego, Lisbon, Portugal These brand design projects were developed in the Curricular Unity" Laboratório de Design 2D, of the first year Design Course, involving two teachers and three classes. It was developed in several phases: 1- Identification of local, understanding of context, and meeting with partners/owners to perceive required needs; 2- Design process and project with brand book and Identity; 3- Selection of best and final projects; 4- Implementation with application of all requested materials.
Proceedings
of the 9th International Conference Senses and Sensibility 2017, Funchal, Madeira 24-27 October 2017
Impact practices: Communication & Design Case studies
After visiting the places and the communities, it was possible to identify the problems and needs of both cases. During the visit and talking with the respective owners, students could observed the main needs and required elements for the projects; The direct contact between students and "clients", was very important to perceive in loco the area of intervention, the interior spaces, and the brands that they were going to work. This project developed with real situations was the best way to learn in a real context, and was very enriching in terms of social experience for the students.
Restaurante Tradição da Colher This restaurant of Portuguese traditional food is located in a shopping mall, in a hidden place with poor visibility. Besides this, the lack of signage and graphic material for the Restaurant was a problem to solve. The restaurant had no identity, image or signage (Fig 2). During the visit, the students were able to see the area, the interior environment, and it was possible to observe the main needs in order to solve the problems. So the main objective was the creation of brand identity, graphic material and signage with proposals for its internal and external environment. After launching this challenge in the class, a short list was presented to the owner of the restaurant and this is the final solution to be implemented (Fig.3). The Brand Concept: The visual identity has two main elements in its design which refer directly to the name, (spoon tradition) exploring the idea of traditionalism and manual preparation at the same time. The typographic composition handwritten and a wooden spoon are the main elements of the brand. The light yellow is one colour already used in the table towels and wood spoon and brown is associated with wood furniture already existing in the restaurant.
“Figure 2”- Images of the interior space, before intervention.
“Figure 3”- Brand identity and cards developed by student João Victor Ribeiro
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“Figure 4”- Some examples of brand application: Apron, menu and postcard.
“Figure 5”- Glass facades of the restaurant, with brand identification.
Papelaria Tabacaria Bumbinha This small stationery and tobacco shop is located in Bairro do Rego, Lisbon. The brand Bumbinha was designed for the shop that also sells African products and materials of esoteric origin, representing the Hindu, Buddhist and Christian religions. The owner has an emotional connection to Africa more precisely to Mozambique. This project was a good challenge for the students, since the briefing had some specific aspects to be applied. It should include a wide range of associated means. That is the reason of some symbols to represent the esoteric ideas and preferences of the owner like colour as well as the requirement to have a giraffe. The Brand Concept - The logotype (sign whose function is to communicate through typographic characters with expressive and connotative values) was developed through an existing typography (Lontara), alternating its visual and symbolic weight with graphic elements of esoteric symbolism (Hindu, Buddhist, Christian and African), mixed with colour; Orange and brown are characteristic colours of some african environments, being orange also common to the religions previously mentioned.
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of the 9th International Conference Senses and Sensibility 2017, Funchal, Madeira 24-27 October 2017
Impact practices: Communication & Design Case studies
"Figure 6"- Brand logotype for the shop, designed by Ester Gonçalves.
"Figure 7"- Brand with logotype applied in shop bags and personal card.
"Figure 8"- Brand logotype applied in shop facade.
These projects have promoted the inclusion of higher education students in vulnerable communities, as well as encouraging their interaction and mutual learning. Students mapped and creatively explored problems, and have designed new solutions. All of them have followed stages of reflection and research, identified needs, defined design strategies to creation, implementation and feedback improvements. The final result was very well accepted by the partner and owner of the store. On the other hand the students have developed projectual exercises with real context, having aquired skills and competencies identified in the course unit related to typography and branding.
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ATELIER IDEAL PROJECT / ASSOCIATION RENOVATE MOURARIA The concepts of social and sustainable innovation have since 2008 been explored in Mouraria by a community association named Association Renovar a Mouraria (Renovate Mouraria) that wants to empower and help one of the oldest historic neighbourhoods in Lisbon, which has for many decades been neglected with all the resulting social problems and degradation of its built patrimony. Hence, the neighbourhood has faced major challenges in terms of gaining access to certain products, services and new visions to a level that can change the paradigm of inequity (Mendes & Padilla, 2014). The association is also involved with the Lisbon City Council strategy (BipZip programme) for the urban renewal of this neighbourhood, which aims at increasing the quality of life of their residents and attracting new ones (http://www.aimouraria.cm-lisboa.pt/). BipZip programme is a pioneering strategy by the Lisbon Municipality’s Body of Housing and Local Development, which promotes partnerships in the city’s priority neighbourhoods (Patti, 2017). Besides establishing local governance structures that facilitate communication and shared decision-making between the public administration and neighbourhood organisations, BIP/ZIP also includes an ignition funding programme for community partnership initiatives with a strong local impact. The programme needs to be approved every year. Historically Mouraria is where the Moors were allowed to live after the Christian reconquest of Lisbon in 1147 until being expelled in the 15th century. Little survives from that period except for traces of the medieval wall, even if it curiously remains the most multi-ethnic neighbourhood in the city. Mouraria has a population of over 30,000 from about 20 nationalities and a distinctive traditional and multicultural life built on strong community ties and networks. The majority of the foreign population is from Bangladesh, followed by immigrants from China, India, Pakistan, and Mozambique. This neighbourhood is also known as the birthplace of Fado (World's Intangible Cultural Heritage – UNESCO). The team of facilitators of Association Renovate Mouraria, in order to promote the regeneration of Mouraria, partnered with several community organizations, scientists, activists, institutions, politicians, artists, designers and IADE-Universidade Europeia teachers, master students and researchers. All together with the right set of methods and tools managed to create inspiring innovative ideas in this underserved community and have become an essential piece of the collaborative process needed to inspire and create change (Sánchez, 2016). Investment and residential growth are on the rise, changing Mouraria into one of Lisbon's more fashionable neighbourhoods (Menezes, 2004). The new concept 'Market Fusion' was born in Martim Moniz, the main square, which is almost the new business card of the neighbourhood, featuring restaurant kiosks of many cuisines, tented outdoor eating areas, concerts and a weekly fresh market.
“Figure 9”- Visual Identity from Atelier Ideal Project / Association Renovate Mouraria (https://www.renovaramouraria.pt/)
“Figure 10”- BipZip Programme - Lisbon Local Development Strategy for Neighbourhoods or Areas of Priority Intervention (https://cooperativecity.org/2017/05/07/bipzip/)
Objectives and Methodology The main goal of Ideal Atelier Project as a partner entity promoted by Association Renovate Mouraria with IADE– Universidade Europeia was the construction of a research and development project created in a co-creation process according to a communication & design approach to sustainability, in order to: Streamlining the commercial dimension of Mouraria’s neighborhood through the training of local merchants and the promotion of their business, always with the assistance of a designer. The project counts on the participation of several partners who will be responsible for carrying out different activities. The specific Proceedings
of the 9th International Conference Senses and Sensibility 2017, Funchal, Madeira 24-27 October 2017
Impact practices: Communication & Design Case studies
activities and methodology developed were: Participation in the Communication and Image Consulting process by creating a communication and image plan for 10 local businesses; Research and product development based on a theoretical and practical research identifying products that are originally from Mouraria (products for which rebranding is needed); Participation in training workshops of local merchants, whose function is to disseminate tools for communication, networking, sharing of experiences and good practices suitable to the needs of the territory / business management; and enable local merchants, through an individualized monitoring program in the areas of communication, image, business management, the creation of moments of sharing good practices and networking. Participation in the event Mouraria 24 hours - popup event in which the local merchants open their doors for 24 hours.
“Figure11”- Association Renovate Mouraria - Associação Renovar a Mouraria, Beco do Rosendo, 8 1100 – 460 Lisbon (http://www.facebook.com/renovaramouraria)
“Figure 12”- Community newspaper Rosa Maria (nº6; Author: Filipa Bolotinha)
“Figure 13”- Project Retalhos da Mouraria (https://www.retalhosdamouraria.pt/; https://vimeo.com/189206834)
“Figure 14”- Project Retalhos da Mouraria (https://www.kilometrolisboa.com/single-post/Retalhos-da-Mouraria)
Retalhos da Mouraria is a project being developed by the Renovar a Mouraria Association within the scope of Proceedings
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the 5th edition of BIP ZIP. Through the implementation of a wide range of actions, the project evolves around three fundamental axes for the commercialization of the Mouraria and its economic sustainability: training of commercial agents in communication/image, attracting new publics and promoting an active network of merchants. At a design and communication level (Berman, 2009) Retalhos da Mouraria developed a local commerce website which is the result of diagnosis, training and follow-up of about 20 shopkeepers of the neighbourhood, during a year (2015/16). This collective of shopkeepers and the Renovar a Mouraria team wanted to preserve and communicate the cultural and commercial diversity of services, products and flavors in a single virtual space. The project coordinators actively collaborated with merchants with different ethnic backgrounds. With them the work was mainly in the communication field by, for instance, helping them to redesign the shop window, improving online marketing, and developing product promotions. Besides, the Retalhos da Mouraria project promotes guided tours, where the guide presents the project and the cultural and commercial diversity of the neighbourhood to the visitors.
CONCLUSIONS The main research question addressed in this paper was about knowing if designers and advertisers can accelerate underserved communities growth by shaping financial sustainability and social impact products. The answer to this question can be split into two parts. The first part is that the proposed practice-oriented advertising and design approach provided our design students (L3 Project) and Master students (Atelier Ideal Project/ Association Renovate Mouraria) several theoretic and practical contributions for their thesis. With these projects, the students fulfilled the learning objectives identified in the courses where they were developed, since they have acquired knowledge, skills and competencies that were foreseen in the curricular units. Besides, the involved communities benefited socially and economically through these projects. The second part is that the potential created by sustainable design and social artefacts constitutes a research basis to depart from. Therefore, this paper invites other design and communication researchers to engage with practice theory and to explore this potential further.
ACKNOWLEDGEMENTS
L3 - Lisbon Common Laboratory Learning Project: Ana Margarida Ferreira (IADE Coord), Emília Duarte; João Bernarda (principal research team). Funding entity: Fundação Calouste Gulbenkian - Higher Education Development Projects/ Innovative Projects in the Educational Domain 2015. Other partners: FCSH/Universidade Nova de Lisboa - Maria Inês Queiroz, Inês Castaño; Luísa Seixas; and IST, Instituto Superior Técnico - Manuel Heitor; Carlos Silva; Paulo Maia. Ideal Atelier Project / Association Renovate Mouraria: Filipa Bolotinha (direction member); BipZip (http://bipzip.cm-lisboa.pt/); Luis Medeiros, Master Degree in Advertising and Design student (Project Retalhos da Mouraria).
REFERENCES Berman, D. (2009). Do good design. How Designers can Change the World. Berkeley, California: AIGA Design Press. Bernarda, J., Ferreira A., Silva, C. & Queiroz, I. (2017) Design as a process tool of collaborative and multidisciplinary learning in society, The Design Journal, 20: sup1, S900-S914, DOI: 10.1080/14606925.2017.1353035. Mendes, M., Padilla, B. (2014). The Neighborhood of Mouraria in Lisbon. Estudo Prévio Magazine. Editor: CEACTUA, 4. ISSN: 2182-4339. Retrieved from http://www.estudoprevio.net/en/papers/22/maria-manuela-mendes-beatriz-padilla-.-theneighborhood-of-mouraria-in-lisbon. Menezes, M. (2004). Mouraria, retalhos de um imaginário: significados urbanos de um bairro de Lisboa. Oeiras: Celta Editora. ISBN 972-774-207-6. Cross, N. (2006). Designerly ways of knowing. London: Springer. Patti, D. (2017). Interview with Miguel Brito, Municipality of Lisbon on 12 January 2017. CooperativCity. Retrieved from https://cooperativecity.org/2017/05/07/bipzip/ Sánchez, I. (2016). “Ai, Mouraria!” Music, Tourism, and Urban Renewal in a Historic Lisbon Neighborhood. MUSICultures 43(2), 66-88. Retrieved from https://journals.lib.unb.ca/index.php/MC/article/viewFile/25475/29519. Stoecker, R. (2005) “But I Don't Do Research” In: Research Methods for Community Change. Thousand Oaks: SAGE Publications, Inc.
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