process book Jamie Tam
Mar 09, 2016
process book
Jamie Tam
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Table of Contents
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Introduction
Mission
Strategy
Inspiration
Logo Process
Final Logo
Color Palette
Typography
Graphic Elements
Tone
Audience
Convincing the Dumps
Convincing the Schools
Outcomes
Rebranded Bin Sketches
ReCraft Bin Explanation
ReCraft Bin Pictures
Print Campaign Sketches
Print Campaign
ReCraft Poster
ReCraft Postcard
ReCraft Informational Packet
Print Campaign In-Depth Explanation
Digital Campaign Process
Digital Campaign
Website
ReCraft iPhone App
Digital Campaign In-Depth Explanation
Conclusion
Works Cited
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Introduction
According to the Environmental Protection Agency, in 2009, Americans
produced 243 million tons of waste, which equates to about 4.3 pounds of
waste generated by each person (EPA). Out of this waste produced, only
33.8% was recovered, recycled, or composted (EPA).
Viewing the numerous amounts of recycling programs implemented by
various organizations such as schools or dumps, there seems to be a lack
of focus in these programs and they often result in childish cartoons aimed
at kids. Recycling, however, is not just for kids, and just telling people the
benefits of recycling is not enough of a push to create action.
The implementation of ReCraft as an organization is an answer to the lack of
effort in controlling the amount of waste created in the United States.
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Mission
ReCraft is a non-profit organization whose mission is to
increase the act of reducing, reusing, and recycling waste
through creating art.
Audience
In order for ReCraft to establish a foundation, dumps and
schools need to be willing to jump on board. Focusing on
these audiences is vital in creating a strong and successful
organization; waste centers provide the necessary materials
for people can create art and schools are needed because
they provide a community-based area where people can
meet and create,
How is ReCraft Different?
The idea of recycling is not new to anybody, however,
creating a new and fresh take on raising awareness
will hopefully help in increasing the activity of
actually recycling.
Mission & Audience
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What is ReCraft?
Participants put in any items they
think can be reused as art supplies
in new “ReCraft” Bins.
People can easily transport
these bins to ReCraft’s
classes or...
ReCraft’s dump trucks pick
up these specific bins to be
sorted at the facility.
With their materials, people can
create art in artist-mentored
classes located in schools or
youth centers.
ReCraft works with the dump and creates
another section where the bin’s materials
are sorted for anyone to pick up.
People can go to ReCraft locations
to choose what materials they want.
The possibilities are endless!
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Strategy
ReCraft is an organization that works with existing dumps to
create a program that provides materials and establishes spaces
in community-based areas (such as schools or youth centers)
where people are able to create art out of the dump’s materials.
ReCraft creates another sector in the dump where materials are
sorted and designated as “art supplies” and the community can
go to this area and pick up materials to create from. Working
with local dumps is necessary because it allows for a steady
supply of material.
To reinforce this division, ReCraft will create a new bin to
coincide with normal recycling bins so participants can put in
any items to be reused as art supplies. Any person/organization
who is interested in participating in ReCraft will receive one
of these bins. These bins will be collected by the dumps to be
sorted at the facility or can serve as portable containers so
people can easily pick items from the dump or their home and
bring them to the classes ReCraft creates.
These classes would be held at community-based areas like
schools so community members can make art out of their
own trash or trash they can pick up at the dump. Working
with schools is necessary because they provide a space where
Why?
ReCraft doesn’t want to force people to recycle, and creating
a new take on an action that isn’t exciting to most people can
help them to understand the benefits of reducing, reusing, and
recycling.
anyone in the community can create. Local artists, or anyone in
the community that has an idea, leads these classes so anyone
in the community can attempt to create art even if they are
hesitant to do so. These classes ReCraft creates are free for
anybody to attend, which is made possible by fund raising
efforts occurring year-round.
ReCraft is an organization that aims to lessen the amount of
waste that ends up in landfills in a way that will benefit the
dump, schools, and the community.
Strategy
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Inspiration
Dada
Dada is an early 20th century international movement in art,
literature, music, and film. This movement was focused towards
anti-war politics, however I was drawn to visuals of this time.
The visual focus on photomontage, and creation of art out of
unconventional materials is something ReCraft can harness in
reinforcing its mission.
This inspiration can be seen primarily in the logo; the idea that
different elements combine to make a new form mirrors the
visual style of Dada.
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Hand-Drawn Elements
Having something hand-drawn, or hand-made creates a feeling
that someone put the time and effort in creating something
special. I was drawn to these visuals because they evoke a sense
of craft, which speaks directly to ReCraft as an organization.
The inspiration can be seen in any of the graphic elements, such
as the typography, print and digital campaign, as well as the
logo. The idea that something was created by a person’s hand
is key in keeping the sense of ReCraft in all the elements of the
organization.
Inspiration
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Inspiration
Alexander McQueen
Alexander McQueen’s designs have always pushed the
envelope of what is seen as “beautiful”, which is why his
designs were an inspiration. His use of unconventional
materials like razor-clam shells to create a stunning gown
speaks to this fact. ReCraft allows for participants to
create something beautiful out of something that wouldn’t
normally be seen as conventional.
The inspiration can be seen in all the graphic elements
of ReCraft; the typography and logo demonstrate this
because they are not perfect, but still create beautiful
forms.
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Steel
When thinking of a waste center, the first thing that came into
my mind was piles of steel. I was attracted to the fact that this
material can be formed into practically anything, as well as
the fact that there is a sense of warmth to such a rigid object.
ReCraft wants to create a sense of warmth as well as a sense
that people can create anything, which is why steel was an
inspiration.
The inspiration can be seen primarily in the color palette; the
use of warm and cool greys both convey the idea of steel.
Inspiration
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Logo Process
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Logo Process
A main idea I wanted to portray in the logo was the idea of
creating something new out of different materials.
The ideas that I played around with were creating type out of
string, creating type out of tape, and creating the logo out of
different typefaces. Another inspiration was the use of three
dimensional letters that look like the letters on the side of
buildings.
The direction I went with was the idea of building blocks and
using that to create the letters of the logo.
Logo Process
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three color option
two color option
one color option
Final Logo and Variations
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Logo
The essence of ReCraft is to create something out of nothing;
creating works of art out of seemingly unusable materials.
I wanted the logo to capture the essence of creating something
new from different sources. The slight imperfections in the logo
add to the feeling of being hand-crafted.
Why?
The use of a hand-rendered typeface creates a welcoming
emotion to the audience. There is a sense of warmth and spirit
to items created by hand, which is the reason why the logo was
hand crafted. Balancing the hand-drawn and clean aesthetic
is important because it reinforces the professional business
aspect of the organization.
Final Logo and Variations
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Color Palette
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Color Palette
The color palette ReCraft uses is influenced by metal, machines,
and the idea of recycling.
The use of the warm/cool greys and bright colors helps keep
ReCraft approachable and inviting.
Why?
The color palette is important because it provides a visual
interpretation of what the organization is. The use of harsh
and bold colors can have a negative reaction, while a more
muted palette can be boring. The choice of colors is deliberate
because it creates a warm and inviting tone to the organization.
Color Palette
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Typography
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Typography
The hand-rendered typography directly mirrors the type used
in ReCraft’s logo. Having the typography hand-drawn helps
reinforce the idea of creating art from scratch.
The secondary typeface compliments the hand-rendered
typography by providing a nice juxtaposition between the
hand-drawn and modern.
Why?
The hand rendered typography creates an inviting quality
that strays away from being intimidating. This typography
also balances the line of being illustrative and conservative
to appeal to a range of people and not look too childish. The
use of Avenir provides a reputable quality to the organization
because it is more simple and clean.
Typography
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Graphic Elements
The elements of the overall design all contribute to the
feeling of ReCraft. The idea of hand crafting works of art has
to be present, however, not be visually literal. There is a fine
line between looking like a kid’s book to being a reputable
organization. It is important to create a visually appealing
organization, while still maintaining a modern edge. The graphic
elements will reflect the idea of recycling as well as creating
something out of nothing.
Why?
ReCraft aims in creating the dump as a more inviting place as
well as shifting the idea that the dump is a place to throw stuff
away to a place where valuable materials can be found. The use
of the graphic elements all contribute to this idea.
Graphic Elements
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Tone
Tone
The tone of the organization will be friendly and accessible for
anyone to understand. Focusing on this sort of tone will make
the idea of doing something that is out of someone’s comfort
level a little less daunting. The hand-crafted typeface as well as
the fun, vibrant colors contribute to the overall tone of ReCraft.
Why?
Creating a friendly tone to ReCraft will allow dumps,
schools, and the community to be more accepting of what
the organization is trying to do. Being a “down-to-earth”
organization will make the audience a little less hesitant in
contributing to ReCraft.
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Audience
In order for ReCraft to establish a foundation, dumps and
schools need to be willing to jump on board. Focusing on
these audiences is vital in creating a strong and successful
organization; waste centers provide the necessary materials
for people can create art and schools are needed because
they provide a community-based area where people can
meet and create.
This collaboration between the two groups is what makes
ReCraft unique; each group contributes something to make
ReCraft a functioning organization.
Audience
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Convincing the Dumps
Attract people to your business
In order to differentiate yourself from other waste centers,
offering programs like the one ReCraft provides can set you
apart from your competitors. Providing unique programs
will create another reason for people to use your facilities.
Instead of just dropping off waste to be processed and stuck
in a landfill, customers will know that some of their materials
can breathe a new life, making people feel good that they
used your facilities. In addition, the fact that ReCraft works
with the community can have a favorable association to your
business. Developing a unique niche for your business to work
in and creating the idea that customers need your services will
strengthen the business in the long run.
Why?
A dump is a business, and in order to be a successful
business, you have to provide a service that is unmatched to
others. In addition, creating the sense that a person’s actions
has a purpose will also draw customers in. It’s easy to throw
your trash away without any idea of where it is going, but if
people know it is going to a good cause, they will be more
likely to use your facility.
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Convincing the Dumps
Economic Benefits
Allowing ReCraft to use your existing facility will bring economic
benefits to the business. The more participants ReCraft obtains
means a greater potential for the same participants to use your
facility for other services as well. The idea that our organization
can bring new clientele to your facility will have a potential
for more money to be earned. In addition to this, allowing a
portion of your waste to be reused instead of being left to be
processed, the cost to process the waste is lowered because
the waste isn’t present at your site. Allowing ReCraft to work
with your facility will present many opportunities to differentiate
yourself from other businesses as well as the opportunity to
earn money.
Why?
At the end of the day, the dump is a business and earning
money is important in sustaining that business. Money is
necessary in supporting all the parts of the business, ranging
from the labor force to machinery. Any business wouldn’t add a
new service if there wasn’t any economic incentive in doing so.
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Environmental Awareness
There are environmental benefits to reusing items and throwing
fewer things away. Being a dump means that there is a
responsibility to be environmentally aware, which the customer
would appreciate. Working with ReCraft, this responsibility
would be represented and would be known to the community.
Spreading the values of your facility as well as ReCraft’s will
increase the values of the environment (as well as your business)
in the community’s mind.
Why?
The emphasis on protecting the environment is becoming more
present in the community’s eye. Exploring this perspective
will not only align with this fact, it will also have a beneficial
impact on the business. I want to incorporate the fact that this
perspective could be beneficial to the business because it is an
important factor in convincing this audience. In addition, being
a dump means that there is a responsibility in being conscious
about the environment. People could easily toss their trash
without thinking about it, however, because the service has a
value (being beneficial to the environment) people will want
to use the dump. Using statistics about the benefits reusing
has on the environment is important in making this argument
convincing and reputable.
Convincing the Dumps
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Convincing the Schools
Adding Programs Without Hurting the Budget
ReCraft is an organization that provides a program that allows
anyone in the community to create art out of items from the
dump. Using a space that the school provides, local artists
mentor participants in creating art using supplies provided
by a participating waste center. Due to our relationship with
the dump and fund raising efforts, our program would be at
no cost to the school. Schools have to make tough decisions
when it comes to the budget, and with ReCraft, your school
system can offer more variety in terms of programs without
denting the budget.
Why?
Convincing schools to jump on board with ReCraft is a difficult
task to accomplish because the school system itself has many
nuances that serve as obstacles. One of the obstacles that was
most apparent was the fact that public schools don’t have an
endless budget. Adding to this, school budgets around the
country are facing cuts and most commonly arts programs
are being taken away due to the strong emphasis on math,
reading, and science. Due to this common struggle schools
have, I wanted to emphasize the fact that this program would
be low cost due to the partnership with local dumps and fund
raising efforts.
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Convincing the Schools
Educational Benefits
ReCraft offers a creative outlet to the community as well as the
students themselves. According to a May 2011 Report published
by the President’s Committee on the Arts and the Humanities,
state the benefits of having an arts program in schools (studies
performed by different parties) as well as the decline of arts
programs in schools due to budget problems (“Reinvesting in
Arts Education”).
A study performed by The Arts Education Partnership (AEP)
compiled seven studies that showed the relationship between
high levels of arts participation and higher grades/test scores
in math and reading (“Reinvesting in Arts Education”). Another
study done by Milbrey McLaughlin, a educational researcher,
found that those who participated in arts programs were more
likely to be high academic achievers (McGlaughlin 2000). Most
recently, a study performed by Dallas’ Big Thought Program
found that students who actively participated in clubs or groups
that focused on creative activities had an advantage in reading
and writing (Bransom et al. 2010).
The arts may not be a priority due to the focus on other
academic subjects, however, seeing the benefits the arts has
in strengthening a student’s education, it is vital for a school to
offer a creative program for students.
Why?
It is understandable why creative programs are cut in a
struggling school budget; schools are focused on math and
reading because that is what schools are tested on to gain
federal funding. Arts programs are cut because there is a view
that creative programs and “academic” programs are not
linked. I needed to find studies that art programs are beneficial
to learning to convince the school administration ReCraft
could be beneficial to the students as well as increasing test
scores. Providing real studies makes the argument credible and
more convincing because the idea that creative programs are
beneficial to students has been proven.
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Connecting Community and School
What makes programs at schools successful is bringing the
community into the mix. Sports programs have pep rallies
and games for people to watch, however, programs involving
the arts usually aren’t as connected to the community,
meaning they aren’t as successful as they could be. Success
in this regard can be measured in the number of students
participating, or the amount of money fundraised throughout
the year, and ReCraft aims to make a successful program
by accomplishing them both. ReCraft can connect to the
community through the means of working with waste centers
and through this collaborative effort we can create a seamless
experience for the community as well as students.
Why?
Adopting a new program is a hard decision for a school to
make because of the new responsibilities, like finding a space
for the community to come to and the organization of the
actual program. Regardless of all the potential obstacles,
focusing on the positive outlook for the program will outweigh
these problems. Touching upon the facts that the program
will gain support from the community as well as be a potential
source for money are important points in convincing the
schools.
Convincing the Schools
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Outcome #1: Rebranded Bin Sketches
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Outcome #1: Rebranded Bin Sketches
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Outcome #1: Rebranded Bin Explanation
ReCraft Bin
This bin is designed for participants to place in any materials
they think would be used as art supplies. This bin could be
placed outside for dump trucks to pick up, or serve as a
container for people to easily transport materials to and from
ReCraft’s classes.
The bin is made of recycled plastic for durability and has rubber
handles on all sides for comfortable and easy carrying. There
is also an optional dividing system that makes it even easier to
organize various materials.
Why a New Bin?
Creating a new bin makes it accessible for anyone in the
community to participate in this organization. The new bin also
reinforces the program the dumps adopt by providing an iconic
product. Providing an opportunity for people to participate is
important because if no opportunity is presented, it would be
less likely for action to take place. ReCraft creates the tools for
the community to take action and participate.
Why Does it Look that Way?
Creating a product that is visually appealing and consistent with
the ReCraft brand, while still functional was an important factor
to consider. Aesthetics aside, the bin has to serve a purpose,
and the words stating what can and cannot be put in the bin, as
well as the rubber handles all lend to the user-friendly function
the bin provides.
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Outcome #1: Rebranded Bin
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ReCraft Bin:
1) Rubberized handles on all four sides for
easy and comfortable transportation.
2) Interior Detailing
3) Instructions about what can and cannot
be put in the bins.
4) An inspirational tagline that reinforces
the fact that anything put in these bins can
be made into art.
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Outcome #1: ReCraft Bin Pictures
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Outcome #1: ReCraft Bin Pictures
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Outcome #2: Print Campaign - Process
pencil sketch pen detailing
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Outcome #2: Print Campaign - Process
scan computer alterations
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Outcome #2: Print Campaign - Explanation
Print Campaign
Creating various print pieces is intended for multiple audiences,
however, every piece has the goal of spreading the word
about ReCraft and convincing people to jump on board with
the organization. Combining the friendly, illustrative style with
informative facts is the direction the print campaign takes.
The poster creates an eye catching piece to draw the
community in so they can learn more about ReCraft.
The postcard is similar to the poster, but can reach more of the
community.
The informational packet is solely directed at the school
administration to convince them to adopt the program.
Why?
A print campaign is an easy and inexpensive way to spread
the message about the organization. Being the dump, having
well made posters and postcards to distribute to potential
clients will only boost the reputation of the business. Being the
schools, having a less boring way of presenting facts can help in
persuading them to jump on board.
A print campaign is versatile in presenting information in a
creative and effective way, which is why ReCraft will utilize it.
The poster and postcard both have small amounts of text
because it is less likely people will take the time in reading the
small copy, while the informational packet has more information,
however is still concise because the school administration won’t
want to read a lot of material, but still want valuable information.
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Outcome #2: Print Campaign - Poster
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Outcome #2: Print Campaign - Postcard
front & variations
back
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Outcome #2: Print Campaign - Poster and Postcard Photos
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Outcome #2: Print Campaign - Information Packet
cover
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Outcome #2: Print Campaign - Information Packet
Spread 1: What is ReCraft? Spread 2: Does not Hurt the Budget
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Outcome #2: Print Campaign - Information Packet
Spread 4: All We Need is YouSpread 3: Educational Benefits
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Outcome #2: Print Campaign - Information Packet
Spread 5: How to Learn More & Thank You
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Print Campaign In-Depth Explanation
Poster & Postcard
These print pieces are created to spread the word about
the organization and get people excited to participate. The
illustration is supposed to pull the viewer in and then they can
read the copy.
The copy reads: “ReCraft and Chittenden Supervisory Waste
District (CSWD) will help you create works of art out of things
that you would normally throw away. Stop by your local waste
center to find materials for your next piece or visit our website,
ReCraftVermont.org to learn more about our organization.”
This copy can also be altered to fit the names of the different
dump organizations. The information on the poster and
postcard is kept short and to the point because people won’t
take much time in reading every single word.
Information Packet
The information packet is created solely for the school
administration and the purpose of it is to help convince the
school administration to adopt the ReCraft program.
The main topics in the packet are: “What is ReCraft”, “Does
Not Hurt the Budget”, “Educational Benefits”, and “How to
Learn More”. Focusing on these topics is important because it
is what the school administration values.
The copy in the packet is more lengthy than the poster/
postcard because specific details are needed to help convince
schools. However, keeping the copy short and sweet is
important because not everyone will read the copy carefully.
In addition, using pictures that complimented the copy is
important because you can gain an understanding of what the
topic is about without reading much.
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Outcome #3: Digital Campaign - Process
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Outcome #3: Digital Campaign - Preliminary Designs
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Outcome #3: Digital Campaign - Explanation
Digital Campaign
Creating various digital pieces will help grow ReCraft as an
organization, and will also appeal to the audiences ReCraft
wants to focus on. The website is intended for the community
and dumps, so information is easily accessible. The mobile
application stems off of this idea so anyone can gain access to
helpful information no matter where they are.
Both the website and application provide a service that informs
users of what items are currently in the dump, class dates and
times, and location of where the nearest ReCraft is.
Why?
With the advent of the digital age, it is obvious in order to be a
better organization, we have to provide digital services people
will want to use and provide a service that would appeal to
dumps.
A digital campaign would appeal to dumps because the first
thing a business needs is a website because it is inexpensive
and gets the word out about the business quickly. A mobile
application would also appeal to dumps because it reinforces
the idea for customers to use that specific dump.
A digital campaign is important because more people are using
the web and mobile devices for a variety of things. Knowing this,
it would be an easy way to effectively gain more participants.
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Outcome #3: Digital Campaign - Website
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Outcome #3: Digital Campaign - Website
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Outcome #3: Digital Campaign - Website
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Outcome #3: Digital Campaign - Mobile Application
home find a location find an item
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Outcome #3: Digital Campaign - Mobile Application
about us bin info
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Mobile Application
The mobile application is meant to have all of the features
as the site, but in a portable device. ReCraft will first create
an iPhone application first then move to other devices as the
organization gets more established.
A mobile application is important to have because when the
community is participating in ReCraft’s program, they are most
likely going to be in the dumps finding materials, or in various
classes where there won’t be a computer available, which makes
the application necessary for our audience.
Web and Mobile Application In-Depth Explanation
Website
The website is a necessary tool in spreading the message
about ReCraft in an easy and effective way. A website makes it
easy to learn about ReCraft because the information is always
around, no matter what time of day.
Other than an informational tool, ReCraft’s website also keeps
an up to date materials list of the dumps materials so anyone
can plan ahead, or see what types of materials they can work
with. This allows for the website to have a longer lasting
purpose rather than just getting the information about the
organization. Creating a site that people will want to come
back to is important so an updating events list is on the home
page as well as small blurbs about the artist mentors for
anyone interested in getting any help.
Website Goals
The goal of ReCraftVermont.org is to provide information of
what ReCraft is about. After people understand what ReCraft
is about, the website also shows visitors where different
ReCraft locations are,
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Conclusion
ReCraft hopes to increase the act of reusing items. These items would
breathe a new life, preventing them from entering a landfill. Through the
different outcomes and programs set in place, our mission will be fulfilled.
Our main mission is to cut down on the amount of waste that ends up
in landfills. Doing this while benefiting the community in other ways is
important in creating a successful organization. It is going to take teamwork
and collaboration in order create something that can impact the community
in environmental, social, and educational factors.
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Works Cited
“10 Fast Facts on Recycling.” US Environmental Protection Agency. 7 Oct. 2011. Web. 12 Dec. 2011. <http://www.epa.gov/
reg3wcmd/solidwasterecyclingfacts.htm>.
Arts Education Partnership. Web. 12 Dec. 2011. <http://www.aep-arts.org/>.
Bransom, J., Brown, A., Denson, K., Hoitsma, L., Pinto, Y. Wolf, D. P. & Wolf, T. (2010).
“Creative Learning: People and Pathways”. Dallas: Big Thought.
Bolton, Andrew, Alexander McQueen, Susannah Frankel, Tim Blanks, and Sølve Sundsbø. Alexander McQueen: Savage
Beauty. New York: Metropolitan Museum of Art, 2011. Print.
“Capitol Alert: Brown’s School Budget Spurs Questions over Deferred Payments.” Web. 12 Dec. 2011. <http://blogs.
sacbee.com/capitolalertlatest/2011/01/browns-school-budget-causes-co.html>.
“Colored Pencils Wallpaper.” Walls Zone. Web. 12 Dec. 2011. <http://wallszone.com/miscellaneous/colored-pencils-
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lubbockareafoundation.org/mini_grants.shtml>.
McLaughlin, M.M. (2000). “Community Counts: How Youth Organizations Matter for Youth
Development”. Washington, DC: Public Education Network.
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Works Cited
“Municipal Solid Waste.” US Environmental Protection Agency. Web. 12 Dec. 2011. <http://www.epa.gov/osw/
nonhazmunicipal/>.
National Art Education Association. Web. 12 Dec. 2011. <http://www.arteducators.org/>.
“Reinvesting in Arts Education.” President’s Committee on the Arts and the Humanities. 4 May 2011. Web. 02 Nov.
2011. <http://www.pcah.gov/>.
Smith, Fran. “Why Arts Education Is Crucial, and Who’s Doing It Best | Edutopia.” Edutopia. Web. 12 Dec. 2011. <http://
www.edutopia.org/arts-music-curriculum-child-development>.
The Story of Stuff Project. Web. 12 Dec. 2011. <http://www.storyofstuff.org/>.
“Waste and Recycling Facts.” Clean Air Council. Web. 12 Dec. 2011. <http://www.cleanair.org/Waste/wasteFacts.html>.
Zero Waste America. Web. 12 Dec. 2011. <http://www.zerowasteamerica.org/Statistics.htm>.