Thursday

SELF-EVALUATION

The brief was to take a key innovation from one country and translate it to suit the public/culture of another country. I picked the concept of Carrotmobbing; a method of activism that leverages consumer power to make the most socially-responsible business practices also the most profitable choices. Essentially, it is a network that organises consumers to make purchases that give financial rewards to those companies who agree to make environmentally friendly choices. The fact that this idea seemed very rational and at the same time within my own powers to achieve, is why I decided to translate it to the local markets of India, where I am from. I chose to work on specific visual elements of the Campaign. I re-designed the original Carrotmob logo to better suit Indian markets and make it more recognisable. I illustrated the logo by hand, taking inspiration from the traditional 'woodcut' style. My key inspirations were the wordless graphic novels of American illustrator and storyteller Lynd Ward. Using dramatic wood engravings, he created a style that was part Art Deco, part Expressionism and part something else entirely. His novels are pinnacles of the unique art of contrast, light and darkness, both literally and metaphorically. I also looked at works of American illustrator Steven Noble, who has created many nationally recognized intricate woodcut logos and ad campaigns for a large list of high calibre clients. I was heavily impressed by his highly disciplined and complex line work.

I also created a comic-strip explaining how Carrotmob works, using hand-drawn illustration in the traditional Indian Warli-painting style. I thought it would suit the tastes of Indian audiences and draw their attention. To further promulgate the campaign and event, I also designed Posters, Flyers, T-shirts and Stencils using the same woodcut Carrot logo and illustrations. The posters and flyers gave me an opportunity to work with text and expand my knowledge of type; an area I usually avoid delving into.

It was a very interesting brief to undertake and a subject that drew my immediate attention. The simplicity, along with the eclectic mix of traditional and modern methods of advertising and illustration is what, in my opinion, make the campaign a visual success.


COMIC STRIP DONE




LYND WARD'S WOODCUTS

Graphic Novel Granddaddy: Lynd Ward’s Woodcuts


Iconic engravings, or what The Great Depression has to do with the art of light and darkness.

For many, last year’s mega-hit Watchmen validated the notion of the graphic novel as a formidable creative genre. But perhaps the most compelling, aesthetically and conceptually innovative work in that genre was done more than seven decades ago.

In the 1930’s, American illustrator and storyteller Lynd Ward “invented” the genre when he created a series of wordless graphic novels in woodcuts, using dramatic wood engravings to create a style that was part Art Deco, part Expressionism, part something else entirely.

At the dawn of the stock market crash in 1929, he released his first novel, God’s Man — a masterfully illustrated, articulate, and thought-provoking semi-autobiographical story about struggles of self and life.

Ambiguous and abstract, these visual narratives lend themselves to the reader’s own interpretation, which makes them all the more engaging and powerful.







The woodblock, whether cut with a knife or engraved, develops its image by bringing details out of darkness into the light. This seems to give it an advantage over ways of working that start with an empty white area. In a sense, what is happening is already there in the darkness, and cutting the block involves letting only enough light into the field of vision to reveal what is going on.

Ward followed up with Mad Man’s Drum (1930), Wild Pilgrimage (1932), Prelude to a Million Years (1933), and Song Without Words (1936).

These last two are so rare and precious they are only available as collectors’ editions, with astounding pricetags upwards of $500 — a hard-fact indication of just how iconic Ward’s work is.

It has always been a matter of some surprise to me that this process can go on for a considerable period and all take place silently. I hear no sound; there is never a word spoken.

His last graphic novel, Vertigo (1937), was an absolute masterpiece, a pinnacle of this unique art of contrast, of light and darkness, both literally and metaphorically.

Brimming with powerful Depression-era images, it is also ironically relevant today, illustrating this same urgency unrest in the context of our contemporary economic downturn.

Get yourself a copy (while it’s still priced at the measly $11.53) and indulge in the real heritage and art of the graphic novel.


Woodcut in Graphic Design



The illustrator: Judy Stevens trained as a fine artist in painting and printmaking at Hornsey College of Art (now Middlesex University). She has worked as an illustrator for many years - her work includes children’s books, cookery books, advertising and regular contributions to The Guardian, Observer and New Statesman magazines. She likes to combine the traditional methods of English printmakers such as Eric Ravilious, Edward Bawden and Clare Leighton - working with wood-engraving, lino cuts and traditional printing presses. She also experiments with computer techniques, giving her work a more contemporary feel. Judy is inspired by the history along the Sussex and Suffolk coasts and by the eccentricities of life in her home-town, Brighton.




Steven Noble Illustrations

Scratchboard, Line Art, Woodcuts and Engravings of Illustrator Steven Noble






STEPHEN SNIDER : Woodcut Advertising



Animals!!: Woodcut prints By Ayda Girma

Ayda Girma is currently based in Paris.

What are wood cut prints?
Woodcut prints are releif prints from carved woodcut blocks.

How did you discover wood cut printing and what appeals most to you about it?
I took a woodcut printing class while I was in college and use the process for some of my projects. I really like the carving of the woodblock, it is like sculpting. And the whole process has a rhythm once you’re in it, it’s pretty great. Very meditative.

Who are some of your favorite wood cut artists?
I don’t have specific artists that are my favorites, but I love and admire Japanese printmakers like Utagawa Hiroshige, although their style is very different than mine.

For the images displayed, how long did each wood cut take you?
I would estimate that each woodcut took about 3-5 hours to carve. The printing is slightly less labour intensive, but everything has to be set up; the ink on the block is rubbed on right after the paper has been moistened by water before it dries up, and the paper is pressed with the right amount of pressure and time, etc..

What was the inspiration behind these wood cuts?
I wanted to make a hand made book and wanted it to retain the handmade quality on all aspects, so woodcut prinitng seemed like a good idea, as I would be able to make multiple prints/books and keep the images consistent without having to redo the image.

I know you’ve printed some of these designs on Tshrits. Where else can we see more examples of your work?
Right now, I don’t have a place for new work, but I will let you know as soon as I have anything on display.














*All prints are 7 x 9 inches


Wednesday


I like the stencilled effect, but not the giant carrot. I'm going to use the stencil-idea for my guerrilla advertising.

I should do T-shirts too!



Activism in India

I'm looking at activist approaches used in India for my Posters and Flyers








Carrots to munch on at the event??

COMIC STRIP

I want to turn this video into a comic strip:




I'm looking at Warli paintings and Indian comics. I want to create a blend between the two.






LOGO

I'm re-designing the logo to suit Indian markets.

I'm looking at woodcut styled illustrations:




___________________

Tried out the woodcut effect on Photoshop. I don't like it much.




I don't like the Photoshop effect much, so I'm going to illustrate it by hand.

ADVERTISING AND PUBLICISING THE CAMPAIGN

In order to promulgate the campaign, I will be looking at cheap, affordable and traditional methods of advertising.

I will be using the means of advertising via Web (Facebook/Twitter linking to a microsite), Outdoor Guerilla Advertising.

I want my website to have a look and feel similar to that of these websites:
http://www.projectvino.com.au/?sessid=7d47ce0ef41fded94a050f6fb32604a8
http://belvedereinc.net/

I also want to create a solely Type-based animation explaining the concept behind Carrotmob and how it works.

Something like this:




Indian Values

INDIAN VALUES, ATTITUDES AND BEHAVIORS, AND EDUCATIONAL CONSIDERATIONS.

1. Cooperation

Cooperation is highly valued. The value placed on cooperation is strongly rooted in the past, when cooperation was necessary for the survival of family and group. Because of strong feelings of group solidarity, competition within the group is rare. There is security in being a member of the group and in not being singled out and placed in a position above or below others. Approved behavior includes improving on and competing with one’s own past performance, however. The sense of cooperation is so strong in many tribal communities that democracy means consent by consensus, not by majority rule. Agreement and cooperation among tribal members are all-important. This value is often at odds with the competitive spirit emphasized in the dominant society.

A common result of the disparity between cooperation and competition is that, under certain circumstances, when a fellow Indian student does not answer a question in class, some Indian children may state they too do not know the answer, even though they might. This practice stems from their noncompetitive culture and concern that other individuals do not lose face.

2. Group Harmony

Emphasis is placed on the group and the importance of maintaining harmony within the group. Most Indians have a low ego level and strive for anonymity. They stress the importance of personal orientation (social harmony) rather than task orientation. The needs of the group are considered over those of the individual. This value is often at variance with the concept of rugged individualism.

One result of the difference between group and individual emphasis is that internal conflict may result since the accent in most schools in generally on work for personal gain, not on group work. The Indian child may not forge ahead as an independent person and my prefer to work with and for the group. Some educators consider this to be behavior that should be discouraged and modified.

3. Modesty

The value of modesty is emphasized. Even when one does well and achieves something, one must remain modest. Boasting and loud behavior that attract attention to oneself are discouraged. Modesty regarding one’s physical body is also common among most Indians.

Indian children and their parents may not speak freely of their various accomplishments (e.g. traditional Indian dancing: championships or rodeo riding awards won.) Therefore, non-Indians are generally unaware of special achievements. Regarding the matter of physical modesty, many Indian student experience difficulty and embarrassment in physical education classes and similar classes in which students are required to undress in front of others.

4. Value is placed on respect for an individual’s dignity and personal autonomy. People are not meant to be controlled. One is taught not to interfere in the affairs of another. Children are afforded the same respect as adults. Indian parents generally practice noninterference regarding their child’s vocation. Indians support the rights of an individual. One does not volunteer advice until it is asked for.

A conflict in these essential values is evident in circumstances in which Indians resist the involvement of outsiders in their affairs. They may resent non-Indian attempts to help and give advice particularly in personal matters. Forcing opinions and advice on Indian on such things as careers only causes frustration.

5. Placidity is valued, as is the ability to remain quiet and still. Silence is comfortable. Most Indians have few nervous mannerisms. Feelings of discomfort are frequently masked in silence to avoid embarrassment of self or others. When ill at ease, Indians observe in silence while inwardly determining what is expected of them. Indians are generally slow to demonstrate signs of anger or other strong emotions. This value may differ sharply from that of the dominant society, which often values action over inaction.

This conflict in values often results in Indian people being incorrectly viewed as shy, slow, or backward. The silence of some Indians can also be misconstrued as behavior that snubs, ignores, or appears to be sulking.

6. Patience

To have the patience and ability to wait quietly is considered a good quality among Indians. Evidence of this value is apparent in delicate, time-consuming works of art, such as beadwork, quillwork, or sandpainting. Patience might not be valued by others who may have been taught "never to allow grass to grow under one’s feet."

Educators may press Indian student or parents to make rapid responses and immediate decisions and may become impatient with their slowness and deliberateness of discussion.

7. Generosity

Generosity and sharing are greatly valued. Most Indians freely exchange property and food. The respected person is not one with large savings, but rather one who gives generously. Individual ownership of material property exists but is sublimated. Avarice is strongly discouraged. While the concept of sharing is advanced by most cultures, it may come into conflict with the value placed by the dominant society on individual ownership.

Some educators fail to recognize and utilize the Indian student’s desire to share and thus maintain good personal relations with their peers.

8. Indifference to Ownership

Acquiring material goods merely for the sake of ownership of status is not as important as being a good person. This was a value held by many Indians in times past. The person who tried to accumulate goods was often views with suspicion or fear. Vestiges of this value are still seen among Indians today who share what little they have, at time to their own detriment. Holding a "give-away" at which blankets, shawls and numerous other items, including money, are publicly given away to honor others is till a common occurrence, even in urban areas. Because of this traditional outlook, Indians tend not to be status conscious in terms of material goods. Upward social mobility within the dominant non-Indian society is not actively sought.

Non-Indians frequently have difficulty understanding and accepting the Indian’s lack of interest in acquiring material goods. If the student’s family has an unsteady or nonexistent income, educators may incorrectly feel that economic counseling is in order.

9. Indifference to Saving

Traditionally, Indians have not sought to acquire savings accounts, life insurance policies and the like. This attitude results from the past, when nature’s bounty provided one’s needs. Not all food could be saved, although what meat, fruit or fist that could be preserved by salt curing or drying was saved. Most other needs (e.g., food, clothing, shelter, and land) were provided by nature in abundance, and little need existed to consider saving for the future. In Indian society, where sharing was a way of life, emphasis on saving for one’s own benefit was unlikely to be found. This value may be at odds with the dominant culture, which teaches one to forgo present use of time and money for grater satisfactions to come.

Emphasis on the European industrial viewpoint in most educational systems causes frustration and anxiety for the Indian student and parent, since it conflicts sharply with so may other values honored by Indians (sharing, generosity, and so on).

10. Indifference to Work Ethic

The Puritan work ethic is foreign to most Indians. In the past, with nature providing one’s needs, little need existed to work just for the sake of working. Since material accumulation was not important, one worked to meet immediate, concrete needs. Adherence to a rigid work schedule was traditionally not an Indian practice.

Indians often become frustrated when the work ethic is strongly emphasized. The practice of assigning homework or in-class work just for the sake of work runs contrary to Indian values. It is important that Indians understand the value behind any work assigned, whether in school or on the job.

11. Moderation in Speech

Talking for the sake of talking is discouraged. In days past n their own society, Indians found it unnecessary to say hello, good-bye, how are you and so on. Even today, many Indians find this type of small talk unimportant. In social interactions Indians emphasize the feeling or emotional component rather than the verbal. Ideas and feelings are conveyed through behavior rather than speech. Many Indians still cover the mouth with the hand while speaking as a sign of respect. Indians often speak slowly, quietly, and deliberately. The power of words in understood: therefore, one speaks carefully, choosing words judiciously.

The difference in the degree of verbosity may create a situation in which the Indian does not have a chance to talk at all. It may also cause non-Indians to view Indians as shy, withdrawn, or disinterested. Indians tend to retreat when someone asks too many questions or presses a conversation. Because many Indians do not engage in small talk, non-Indians often consider Indians to be unsociable.

12. Careful Listening

Being a good listener is highly valued. Because Indians have developed listening skills they have simultaneously developed a keen sense of perception that quickly detects insincerity. The listening skills are emphasized, since Indian culture was traditionally passed on orally. Storytelling and oral recitation were important means of recounting tribal history and teaching lessons.

Problems may arise if Indian students are taught only in non-Indian ways. Their ability to follow the traditional behavior of remaining quiet and actively listening to others may be affected. This value may be at variance with teaching methods that emphasize speaking over listening and place importance on expressing one’s opinion.

13. Careful Observation

Most Indians have sharp observational skills and note fine details. Likewise, nonverbal messages and signals, such as facial expressions, gestures, or different tones of voice, are easily perceived. Indians tend to convey and perceive ideas and feelings through behavior.

The difference between the use of verbal and nonverbal means of communication may cause Indian students and parents to be labeled erroneously as being shy, backward or disinterested. Their keen observational skills are rarely utilized or encouraged.

14. Permissive Child Rearing

Traditional Indian child-rearing practices are labeled permissive in comparison with European standards. This misunderstanding occurs primarily because Indian child rearing is self-exploratory rather than restrictive. Indian children are generally raised in an atmosphere of love. A great deal of attention is lavished on them by a large array of relatives, usually including many surrogate mothers and fathers. The child is usually with relatives in all situations. Indian adults generally lower rather than raise their voices when correcting a child. The Indian child learns to be seen and not heard when adults are present.

In-school conflicts may arise since most educators are taught to value the outgoing child. While an Indian child may be showing respect by responding only when called upon, the teacher may interpret the behavior as backward, indifferent, or even sullen. Teachers may also misinterpret and fail to appreciate the Indian child’s lack of need to draw attention, either positive or negative, upon himself or herself.


Irrespective of the cultural or social diversity, a common value system is one of the binding ingredients that give Indians a common identity.

Traditionally, Indians have laid high stress on values like peaceful co-existence, spirituality, deference to elders, recourse to nature, artistic ex-pression, seeking prosperity, strong family ties, respecting even the tools of your trade, joyousness and hospitality.

The old have always been taken care of, at home, and it is generally the eldest who makes important decisions for the family, be it a financial matter or a relationship. Dance and music are an integral part of all our cultures and religions. Most celebrations and happy occasions are bright and colourful. Most Indians are very close to aunts, uncles, cousins and grandparents; holidays are usually spent together and there is little formality in such relationships.

Individualism is more of a western value. Indian society has always focused more on paying your debt to society and being responsible for one's family and rather than breaking away to pursue your own individual desires

Tuesday

EXHIBITION

This is an exhibition which was held at the V&A titled

"Import Export: Global Influences in Contemporary Design" from 20 September 2005 - 4 December 2005

Monday

Past Carrotmobs: Success


cityevent dateswinning businesspromisefor what exactly…?total revenueimpactsponsors & partners
1)
San Francisco, CA
3/29/2008K&D Market22% of revenueupgrade the entire lighting system$9276.50~$2000 for improvements plus 366 lbs of food to:Food BankSF Energy Watch
2)
London, UK
9/16/2008Redchurch Bar20% of revenuegeneral environmental upgrades
3)
Helsinki, Finland
9/27/2008Story House restaurant51% of revenueenergy efficiency- primarily lighting & refrigeration€ 3700with € 300 from owner = € 4000
4)
Kansas City, MO
10/21/2008World of Spirits24% of revenueenergy efficiency improvements$7015$1683 for improvements plus 800 lbs of food to:Harvesters
5)
Brooklyn, NY
12/14/2008Tarzian Hardware22% of revenueenergy efficiency improvements$12200~$2,000 for improvements plus donations toMaterials for the Arts
6)
Fremont, CA
3/7/2009Sam’s Best Food Market100%? of revenueupgrade lighting to T8 fluorescent$700$700
7)
Turku, Finland
3/14/20093 restaurants!
Pippurimylly
Hugo
Kerttu
100% of revenue, matched 100%energy efficiency improvements€ 6000€ 12,000 (matched by restaurant owner!)Valonia
8 )
Charleston, SC
4/11/2009Queen Street Grocery33% of revenuetop-to-bottom energy upgrade on their historic building, including thermal/ heat barriers, resealing, venting appliances to the outside of the building, upgrades to lighting, cleaning out cooler motors, etc.$4800$1600Carolina’s Eco UnitHoly City Bike Co-opLowcountry Local FirstGreen Drinks Charleston
9)
Seattle, WA
4/22/2009Pike Brewing Company25% of revenueenergy efficiency, waste reductionroughly halved the total cost of their retrofits by connecting Pike with Seattle City Light offering incentives totaling around $14,000Seattle Greendrinks
Zip Car Seattle
10)
Bellingham, WA
4/28/2009Horseshoe Cafécommitment to begin recycling & composting after 123 years of not!$1,400educational signage, employee training, media attention and a whole lotta street cred.
11)
Tampere, Finland
5/2/2009Tampere Comedy Theater100% of theater, 50% of restaurant revenueenergy efficiency improvements: new lighting, bio-waste recycling, carbon-offset wine for the restaurant€ 2370€ 2370
12)
Hoboken, NJ
5/2/2009Carpe Diem70% of revenuereducing carbon footprint~$1,000~$1,000
13)
Tampere, Finland
5/16/2009MegaZone80%?switch to green electricity
14)
Mikkeli, Finland
6/3/2009Ramin cafe200% of revenue?new refrigeration equipment, lighting, and more€ 3525€ 3525
15)
Helsinki, Finland
6/9/2009Tavastia nightclub100% of revenuelighting and energy efficiency€ 6130€ 6130
16)
Berlin, Germany
6/13/2009Spätkauf MultiKulti convenience store35% of revenueenergy efficiency improvements€ 2000€ 700eco fashion junkies
co2 online
17)
Portland, OR
6/21/2009HOTLIPS Pizza100% of revenueThis is what HOTLIPS will try to do with the money (although they can’t do all of it): $4500 – new gaskets and seals $1000 – additional copper loop for ovens $500+ – motion sensors for lights $1500 – variable speed controls for exhaust and ventilation system$6316$6316
18)
Basel, Switzerland
8/7/2009Alban Market50% of revenueEnergy Efficiency Improvements€ 7028€ 3514
19)
Chicago, IL
8/9/2009Fox & Obel Market50% of revenueEnergy Efficiency Improvements$4300$2150 plus donations to:Chicago Food DepositoryTerracom PR
Smart Energy Design
Natropolis
20)
Brooklyn, NY
8/23/2009Bedford Deli and Grocery21% of revenueEnvironmental Improvements$1600about $336
21)
Antwerp, Belgium
8/29/2009Tugra Market50% of revenueLighting and cooling in the store.€ 4000€ 2000
22)
San Francisco, CA
9/10/2009Epicenter Cafesee videosee blog postGreen Cafe Network
23)
Munich, Germany
10/17/2009Löwenzahntranslator?€ ???€ ???
24)
Tampa, FL
10/17/2009Kaleisia Tea Loungeat least 15% of revenueEnergy efficiency, recycling, & becoming totally styrofoam free.$ ???$ ???
25)
San Francisco, CA
10/18/2009Bernie’s Coffee Shop40% of revenueWorking w/ Green Cafe Network to identify improvements$ ???$ ???
26)
Berlin, Germany
10/24/2009Eve&Adam’s????????????
27)
Bonn, Germany
10/24/2009Bioladen “Biokultur” in Kessenich20% of revenueenergy efficiency€2269€453
28)
Durango, CO
10/24/2009Stonehouse Subs35% of revenue???$3500$1225Annadel Business Solutions, Ecos Consulting, Starbucks
29)
Minneapolis, MN
10/24/2009Guse Hardware100% of revenueenergy efficiency??????
30)
San Francisco, CA
10/24/2009Shotwells25% of revenueenvironmental retrofits???63% of total average earningsGreen and Tonic
31)
San Luis Obispo, CA
10/24/2009Quick Stop Market40% of revenueenergy efficiency upgrades$3,356.23Amount to be re-invested into the store for energy efficiency: $1,342.49; Lbs… of food collected for Food Bank: 90lbs; Money donated to the Food Bank: $100Energy Efficiency Solutions
32)
Sydney, Australia
10/24/2009Surry Hils MFC Supermarket20% of revenueenergy efficiency improvements??????
33)
Victoria, Canada
10/24/2009Discovery Coffee100% of revenueenvironmental improvements, socially responsible choices$3,000$3,000Small Feet Inc.
34)
Eugene, Oregon
10/31/2009Eugene Coffee Company????????????




Below are links to a few articles about Carrotmob I found. Click on the titles to take you to the respective pages: