Portfolio

I think we will be good for each other.

Sarah Faisal Ahmed writer, designer, strategist

And, here is why:

Once we get a little better acquainted through my art, design, writing and innovative thinking you will get a glimpse into what I can bring to your company or organization. I assure you that if given the opportuni-ty I promise excellence, passion and my absolute best.

I am first and foremost a perpetual problem solver. I observe, react and then attempt to find a better solution for any problem I see, whether it is solving problems for highly populous urban areas or tweeking an advertisement for deodrant to increase its appeal. My mind is relentless and my passion bountiful. A combination that has kept me up many a night obsessing, working and striving to solve my latest problem. Then after that brief moment of utter bliss post- solution, I’m back at it again. I could never, nor would I want to, or for that matter know how to live any other way.

-Sarah Faisal Ahmed

design:Aesthetics are fundamental to creating appeal and evoking emotion. Preferences and tastes may vary from culture to culture or even from person to person. But beyond aesthetics, good design solves problems. Understanding what appeals to your audience and what satisfies their needs is the key to success in any design endeavour: whether it is creating packaging for a chewing gum or redesigning an urban space.

business:A product may be revolutionary but if there isn’t a strategy in place to get it to the market, it is useless. Business utilizes the power of aesthetics to not only make money but to effectively provide people with ground-breaking innovative products. A good busi-ness plan is creative, cutting-edge, easily implemented and consistently profitable.

notable work:A presentation of works that showcase my passion for innovation, problem solving and change.

Exploring untapped marketsI am always on the hunt for the ‘next big thing’ and finding opportunities where people wouldn’t even imagine looking. Keeping myself updated and being perpetually curious, has kept me on the forefront of idea generation and innovative problem solving. I have channeled that to explore gender differences, language, nationality, failing infrastructure and cutting edge technologies.

WatchmyVote

Reality television is a very prominent part of modern culture. TV networks are desperately trying to make reality television interactive through online/tele-phone voting, Facebook, Twitter and blogs. However, much of the voting that happens is disjointed. I saw an opportunity to create a platform that not only makes television more interactive but can also be an extremely valuable marketing tool.

Goal

To create a platform where viewers can vote for a variety of reality shows and also have the ability to interact and comment about a particular episode. Although platforms like Facebook and Twitter offer

this, they donʼt allow voting. TV shows and/or networks would subscribe to this service for a fee. Advertising would also be a source of income. Advertising would be aimed at customers based on the profiles they create (like Facebook and Twitter). This service would allow companies to also be able

to track their target audience and get feedback on their shows through one easy application.

Key Players

iPad users

Smartphone users

TV Networks

Advertisers

Viewers who use both Network and non-network advertisers

Watch my Vote platform

Current Platforms

Current platforms include websites, text messaging votes and ʻlikesʼ on Facebook but they are somehow disjointed. For instance, to vote for American Idol contestants you can only vote via text message. If users could vote free of charge on an application that can also run on your computer it would be more convenient and more people would vote. Also, some shows use text messages and

websites but it is difficult to track where the vote is coming from and what type of person is voting (as in based on their preferences and personality). There is currently no singular platform where voters

can go and place their votes for all their favorite shows that offer voting. Also there is no platform that addresses that there is two types of voting that occurs for reality TV: one that determines the winner of a contest and two that shows a public preference vote. American Idol and Dancing With the Stars are examples of shows where viewer votes determine the outcome. Top Chef and The Bachelor are

examples of shows that still administer online polls to determine public preference. These votes donʼt determine the outcome.

But the fact is, both these types of methods donʼt have one platform for voting that makes it easier for views and could potentially increase viewer involvement.

Key Players

iPad users

Smartphone users

TV Networks

Advertisers

Viewers who use both Network and non-network advertisers

Watch my Vote platform

Business Structure

TV networks/Advertisers Viewer

The viewer’s current problems with online/phone voting. Viewer

information

Watch My Vote gives the viewer a solution for their

voting problems

Compensation in the form of sales and

advertising.

The product/service and information on customer

profiles

Business Design

Project Manager/CEO

Bridge between two

sectors

Graphic Designers

Application Specialists Marketing Sales

How it works

Creating a ProfileTo get started, the viewer must create a profile. This would include their basic information and their viewing preferences. The app will be designed to also gather information about the viewer through the shows they add to their list.VotingYou can conveniently click on your show of preference from the panel on the left and then participate for that night’s vote.CommentsYou can make additional comments about that night’s episode. These comments are saved and sent to the TV network. Facebook/TwitterThe comments can also be shared on Facebook/Twitter in two ways based on your settings. 1. You can share them on you’re wall/page2. You can share them on the TV show’s wall or twitter pagePolls The live polls show graphs of where everyone standsSearchThrough the search option you can search for your favorite shows and add them to your list

Different smartphones will have a slightly altered design but the interface remains the same

Implementation Strategy

To implement this strategy the business and design components of the firm need to come together and find out what exactly the viewers want and what the television networks can offer. The platform has to serve as the most efficient mediator between the two. To implement this platform television

networks need to subscribe to this service and add their shows to the ʻWatch My Voteʼ list. Marketers need to convince television networks to promote this app along with a nationwide ʻWatch my Voteʼ ad

campaign. If the platform is easy to use, viewers will use it. Once created the application must be sold to Apple, BlackBerry and other smart devicesʼ companies.

Risks/Competitors

There is always a risk for this idea to get stolen and altered. TV networks might ask us to propose the idea but turn it down and create their own similar platform. There has to be documents signed that ensure and protect this idea and to avoid any infringement. Also there are risks that people get to overwhelmed by the numerous platforms already out there. This means that we have to keep this platform so simple that viewers donʼt feel that it is yet another ʻFacebook or Twitterʼ and something

that can actually improve their viewing and interaction experience.

Current competitors right now are the phone companies that profit from the millions of voters who text their votes and current platforms like Facebook and Twitter offer. Also, websites of the particular

shows allow voting. To eliminate one of the competitors, the phone company, we make this service free for viewers so they donʼt have to pay for their votes any longer.

Restructuring Traditional Institutions Sometimes, just looking ahead is not enough. To move ahead and improve the standard of living we must some-times look at inefficiencies in traditional institutions. If we can provide innovative restructuring solutions for current infrastructure, sometimes that’s more effective than proposing an entirely new infrastructure concept that needs time for implementation. The idea is to work with and improve what is already in place in order to make an easy transition to more ground breaking con-cepts. nationality, failing infrastructure and cutting edge technologies.

Edge

With the sudden rise in obesity in the United States I felt that the cause is probably more than just an increase in the number of fast food chains around the block. Young adults aren’t motivated to work out and the methods of communal activities weren’t as engag-ing as playing Call of Duty for 8 hours a day. So, I designed a community center based on that problem that motivates children to work out, make better deci-sions and be social in a productive manner. It is also cost effective and affordable on almost any budget.

Product DevelopmentCreating a product from idea to creation is a challenge but something I love. Working with my hands and creating something is exciting and allows me to see my designs in action. I aspire to create products that a rel-evant, useful and stylish.

Loro Piana

This highly competitive class was in partnership with Columbia Business School and the Luxury Education Foundation. In teams of eight, we worked on a case study for one of five companies. My team worked on a new gift line for Loro Piana. I served as liason between the Columbia Business School students and Parsons School of Design students and facilitated ef-ficient communication betweent he two polar sides. I also designed and developed a majority of the line including the featured product- The device holder.

The Device Holder

My process for product design is to start sketching without any restrictions, then further hone it, refine it and create it into something both the consumer and the company loves. This product is now available in stores.

Chargers

Phone iPod

Earphones

Pen

Passport

Business Cards

W idth: 9.5”W idth: 9.5”

Height: 11”W idth: 9”Depth: 2.5”

Slot #1h: 3.0”w: 3.5”

Slot #2h: 3.0”w: 3.5”

Pen sloth: 6.0”w: 0.5”

W idth: 8.2”W idth: 7.5”

h: 1.5”w: 3.0”

h: 3.7”w: 1.0”

The curve for the charger slot represents a softer leather that is sewn in more loosely in order accomodate the odd shapes and

sizes of chargers

evel Oneevel OneLevel One

GeneralLevel TwoLevel TwoLevel TwoLevel Two

Label

Label

Title One

Item number 1

Item number 1

Item number 2

Item number 3

Item number 1

Item number 2

Item number 3

One

Two

Three

QQ

WW

EE

RR

TT

YY

UU

II

OO

PP

AA

SS

DD

FF

GG

HH

JJ

KK

LL

Search

123123

123

ZZ

XX

CC

VV

BB

NN

MM ?

?..!

!,,

Height: 11”W idth: 8.5”Depth: 2”

Approxim ate width when open: 17” Slot #1h: 3.0”w: 3.5”

Slot #2h: 3.0”w: 3.5”

W idth: 8.5” W idth: 8.5”

Pen Sloth: 6.0”w: 1.5”

This side is made of sleeves that

BlackBerry holder, iPhone holder, iPod Holder and pens in the sleeves. This makes this storage modular with the other holders in

This side of the storage is for chargers and wires. It is made from a lighter leather that can curve and stretch to accomodate mo re things

Branding Endeavours Creating a solid recognizable identity is imperative to the success of any brand. When branding a company, concept or individual I always aim to create consistency, aesthetical appeal and an overall lasting impression. Most importantly I always try to ensure the identity is sustain-able and is created with growth in mind

Eco-Friendly Travel

I wanted to create visuals that were witty yet conveyed the concept of sustainablility. I also wanted to show that you don’t need to recycle your compost to be sus-tainble, you can just use the current systems in place.

They have their own lanes. Cars and buses aren’t the same. Most urban cities are now devoting entire

lanes to buses making them the ideal alternative for quicker, cleaner and

more e cient transportation.

A message from Eco Friendly Travel

No parking ticket required.

Zoom through tra�c quickly without ever spendinga penny. Also, you probably willnever see your bike

being towed away any time soon.


No parking ticket required.

Zoom through tra�c quickly without ever spendinga penny. Also, you probably willnever see your bike

being towed away any time soon.


It’s your choice.

Walk and you can not only enjoy that strawberry shortcake but you can avoid looking like the bloke on the right.


Trying to solve a “wicked problem”The problem is not understood until after the formula-tion of a solution/Wicked problems have no stopping rule/Solutions to wicked problems are not right or wrong/Every wicked problem is essentially novel and unique/Every solution to a wicked problem is a ‘one shot operation’/Wicked problems have no given alternative solutions.

KarachiBuilds

I am from Karachi, Pakistan, a city of 15 million. The disparity in wealth, the poor living conditions for most yet the abundance in raw resources both sad-dened and intrigued me. I saw a need to develop a plan that would utilize the available resources to solve this very complex infrastructure problem that inhib-ited growth for the entire society, especially the lower classes.

The Problem: Low income, poorly built, over populated urban sprawls

Being from Pakistan, I have inherent understanding of the culture. The wealthy are very well established and control a large majority of the staple foods, services and construction. The poor have little opportunity to ever reaching that point and simply end up taking low-skill jobs. There standard of living is fair at best even though there are resources available to improve it.

There is absolutely no sustainable model for growth and society remains socially and economically stagnant.

For this project, I picked a highly populated low income area in Karachi called Malir.

Karachi, Pakistan

Key Players: Investors, residents and the government

There are several key players that can solve this extremely complex problem.

Investors Like other third world countries, Pakistan has a an elite group of multi-national and local investors. These people control most of the industries and have access to a large amount of resources. They also are constantly looking to increase their market share and ensure that their products are constantly in demand.

ResidentsThe residents of Malir vary in terms of wealth- They range from middle class to those who live below the pov-erty line. There is a desperate need to improve the living standards and to create econmic opportunitiesfor the residents.

Government The government is instrumental in the development of Malir. The success of the this project depends greatly on the relationship between the investors and the Malir Development Authority.

The Space: A slum with abundant resources and a world of potential

Maleer is one of the 18 towns of Karachi City, located in the eastern part of Karachi, Sindh, Pakistan. Malir has been regarded in history as the countryside of Karachi City due to its open atmosphere and lush green farms, but now these are no more. Malir was once famous for its fruit and vegetable farms, but now due to severe scarcity of groundwater these farmlands are being converted into residential areas, thus increasing urbanization and envi-ronmental degradation.

Maleer, Karachi, Pakistan

The Dream: Business plan

In Pakistan, there are a handful of companies that pro-duce staple products and usually hold the largest market share. They employ thousands of people and provide the people with services, products and compensation. However, in places like Maleer, where people don’t have enough of the bare neccesities there is an opportunity.

Companies that produce products and services like construction, food, water and healthcare are largely private and always looking to increase their market share. If they were to invest in this area, the local government should give them a monopoly in that area. Once money starts coming in, residents will have more opportunities in terms of jobs and the overall standard of living will increase.

Maleer’s lack of infrastructure is a beneficial because this can give all those involved an opportunity to create from scratch as opposed to altering something that is strongly in place.

Residents benefit from new construction, job creation and a community catered to their needs while investors get their returns in terms of increased market share and advertising.

The government’s involvement will ensure a system of checks and balances so the residents are not exploited at the cost of big corporations.

The Dream: Design plan

When given an opportunity to revive an area, sustainabil-ity must be considered. But, sustainability has two con-notations in terms of design- sustainability in terms of the environment and sustainability in terms of finances.

Sustainability- The EnvironmentMaleer is situated in a place extremely rich in resources yet years of poor construction and congestion has had a detrimental effect on them. The livlihood of the town are the people who are still very farm-based so instead of changing that, we can utilize it. Creating a system of farmer’s markets and farming areas would give the people an opportunity to not only do what they are skilled at but sell their goods in a more organized fashion. New construction should incorporate solar energy because in a place like Karachi where there is constant sunlight, this could be quite beneficial.

Sustainability- Finances There is no point in designing a community if it doesn’t have lasting power. In order for that to happen it needs to be financially sustainable. There needs to be system of developing the local community products, creating new jobs through investors, and a viable education and healthcare system. The community’s success will come from the residents ability to sustain themselves in the long run financially.

Recreation and Shopping Center

This will feature big chains to sell all the products needed by the community. Because they will be the only suppliers they will have a large percentage of market share.

The Farming Complex

This complex allows locals a space to grow their own vegetables and raise cattle and poultry. By being so close, it provides convenience and an opportunity for jobs. Such a profession is an integral part of the community’s identity so its existence is crucial.

Sanitation Plant

This treatment plan will ensure that the city will always have clean water and all their waste is disposed in a sustainable manner.

M-Train

This circular train system connects every area in the community. It will be funded by adverstisements and is a green solution for congested areas.

City Municipal Government and CourtsA place where checks and balances will be maintained. Investors, residents and government will all be integral compo-nents.

Recreation and Shopping Center

This will feature big chains to sell all the products needed by the community. Because they will be the only suppliers they will have a large percentage of market share.

The Farming Complex

This complex allows locals a space to grow their own vegetables and raise cattle and poultry. By being so close, it provides convenience and an opportunity for jobs. Such a profession is an integral part of the community’s identity so its existence is crucial.

Sanitation Plant

This treatment plan will ensure that the city will always have clean water and all their waste is disposed in a sustainable manner.

M-Train

This circular train system connects every area in the community. It will be funded by adverstisements and is a green solution for congested areas.

City Municipal Government and CourtsA place where checks and balances will be maintained. Investors, residents and government will all be integral compo-nents.

Contact

[email protected]