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Design Process From Concept Sketch / Keywords

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After extensive research you will create a set of actionable design keywords and a concept. These keywords and your concept are your communication goals for the project. These communication goals will drive your design.

This is how you create a visual language that corresponds to your concept and engages your viewers.

Publicada em: Design, Negócios, Tecnologia
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Design Process From Concept Sketch / Keywords

  1. 1. Design Process How to move from keywords and concepts to initial sketches. Begin 1
  2. 2. What is this? After extensive research you will create a set of actionable design keywords and a concept. These keywords and your concept are your communication goals for the project. These communication goals will drive your design. This is how you create a visual language that corresponds to your concept and engages your viewers. Intro 2
  3. 3. Refresher: Part 1: Understand Research Focus Part 2: Inspiration Exploration Direction R1 3
  4. 4. Our Objective: Part 1: Understand Research Focus Part 2: Inspiration Exploration Direction Ob1 4
  5. 5. Pulls / Moodboards / Inspiration _ Use keywords to find visual ideas and inspiration to “pull” from _ “Pull” from great design, pop culture, architecture, folk art, etc. Find things that relate to your keywords and your concept. Find things that are compelling or give you ideas. _ Find type, image, composition, formats, materials, color paletes, etc _ Stay focused on the keywords and your concept _ Be open to where ideas can lead you Execution: Step 1 5
  6. 6. Initial Exploration _ Play! (But stay on target) _ Develop and expand on visuals and ideas from your pulls/moodboards _ Try things out _ Think big _ Have a range and a variety of type, compositions, image treatments and ideas _ Sketch and then make rough sketches on the computer showing type and image usage. _ Then do more Execution: Step 2 6
  7. 7. The Concept / Keywords _ Project: Safeway CSR Brochure _ Keywords: ingredients, personal, baking _ Concept: Going through the baking process will serve as a metaphor for Safeway’s CSR efforts. Thoughtful choices equate to measuring ingredients and considering their impact upon their surroundings. Their efforts result in a sense of personal involvement in the community. C1 7
  8. 8. Pulls / Moodboard C1 8
  9. 9. Initial Sketches Dear Dear • Safeway • Stakeholder Last year, we introduced Safeway’s first con research, and as one of the largest corporate - (MDA), we have raised more than $42 million in report highlighting our progress on a range of Ingredient s for Lif e affect more than 1 million Americans. We understand CSR is a process that mirrors our - ness with being responsible stewards of the planet and communities we serve. In 2009, we opened our first store built to Leadership in Energy and Environmental Design (LEED) Gold Standards in Santa Cruz, California, We recently formed a cross-functional CSR and have plans to register additional stores for Taskforce of senior leaders across the company LEED certification in 2010. We continue to look to build on and, in some cases, accelerate our for innovative ways to reduce our carbon foot - efforts in sustainable business practices and print. For our efforts, we were named to the Dow corporate citizenship. We are also the first U.S. Jones Sustainability Index North America, and based grocery retailer to join The Sustainability were also recognized by Newsweek as one of the Consortium to support the collaborative develop - FOR LIFE Last year, we in trod uced Safewa y’s first con- an effort to defeat neuromuscular diseases that sustainability and social responsibility fronts. INGREDIENTS “Greenest Big Companies in America.” ment of a sustainable global supply chain. In dien g re sponsors of the Muscular Dystrophy Association solidated corporate social responsibility (CSR) ongoing efforts to balance the needs of our busi Dear Safeway Stakeholder As we look ahead, we see opportunity to build on for solidate d corporat e soci al re sponsibili ty (CSR) L report highlighti ng our prog ress on a range of sustainabili ty and socia l re sponsibili ty fron ts . We un dersta nd CSR is a pr oces s that mirror s our ongoing ef fort s to balanc e the ne eds of our bu si ife ts • S a fe w ay • Sta ke h o ld La st year, we int solida ro du te d co ced Sa rpor ate few ay’ report s first social highli co nre spo ghti ng sus tai n sibili nabi our pro ty (C lity an g ress We un SR ) d soc on a de rst i al res range an d CS ponsi ongo of bi lity R is a ing ef pro ces for ts fronts ne ss to ba . s tha wi th lan ce t mi rro be ing the ne an d co rs ou re spo ed s of r mmun nsi ble our bu itie s stewa si we ser rds of ve. the pla n et er - ness with being re sponsible stewards of the planet and communitie s we serve. We recently formed a cros s- func tion al CS R Task forc e of senior leader s ac ross the company to build on and, in some cases, accelerate our ef fort s in su st ainable bu sine ss pr actice s an d corporat e citi zenship. We ar e al so the first U. S. In fact, Safeway has a history of leadership and our already strong reputation as a CSR leader in innovation in CSR. For example, we were the first the grocery retail sector. We will remain alert to base d grocer y re tailer to join The Su st ainabili ty and only retail grocer to join the Chicago Climate developments in environmental, socially respon - Consor tium to supp ort the collab orative develo p- Exchange. We were one of the first members of sible and ethical business practices—and eager to adapt our business appropriately. ment of a su st ainable glob al supp ly chain. Feeding America and have been assisting people with disabilities through Easter Seals and other community-based organizations for nearly 25 years. Since 2001, we have raised more than $132 million for breast and prostate cancer Introduction In fact, Safeway ha s a hi stor y of leader ship an d Thank you for taking the time to read this report. innova tion in CSR. For ex ample, we were the first Sincerely, and on ly retail grocer to join the Chicago Climat e Stephen A. Burd Exchange. We were one of the first mem bers of Chairman, President, and CEO Feeding Americ a and have been assisting peopl e with di sabiliti es throug h Eas ter Seals and othe r community-base d organization s for ne arly 25 Safeway 2010 CSR Report 3 6 4 5 C1 9
  10. 10. Our Objective: Part 1: Understand Research Focus Part 2: Inspiration Exploration Direction Ob1 10

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