Con tentIntroduction

05History

06–19

Brand

20–47

Con tentCampaign

48-67Conclusion

68

Introduction

We read to know we are not alone.”– C.S. Lewis

“

Introduction 005

In this book you will find the development process for a unique project, a museum with the purpose of solving a social problem: illiteracy.

As part of the Color In Action project, our team worked on a strategy for making color the main device to deliver our message and solve the problem.

That is how the Read Museum of Literacy was creat-ed, as a place dedicated to promote literacy, using the color red as its main communication weapon.

History is a cyclic poem written by time upon the memories of man.”– Percy Bysshe Shelley

“

History

008 History

the BeginningThe first books are known to have originated in Rome, toward the end of the Roman Republic, approximately 23 BC. Paper books were also developed in the Middle East and in several Asian nations.

In medieval Europe, books were written by hand and in-dividually crafted by specialists, making them expen-sive and rare. The development of the printing press, credited to German inventor Johannes Gutenberg in the mid-fifteenth century, was a major turning point in the popularization of printed literature. As printed books and manuscripts became more common in Eu-rope, the literacy rate began to rise.

history 003

010 History

Reading rates among the American colonies were higher than in Europe. This was especially true of re-ligious sects, such as the Puritans, who placed sig-nificant emphasis on private reading for religious enlightenment. Colonial governments made literacy a prerequisite for civic rights. Until the 1960s, Ameri-cans were required to pass a literacy test before being allowed to vote.During and following the Industrial Revolution, rec-reational reading became a popular leisure activity in the United States and Europe. Industrial paper pro-duction significantly reduced the price of books, and education became more common. Literacy was the primary goal in early American public education. Dur-ing the 1920s, recreational reading levels reached 70 percent in some parts of the United States. After the invention of television, in the 1920s, some believed that recreational reading would decline rap-idly. Contrary to predictions, reading levels increased from 1920 to 1980.

The man who doesn’t read good books has no advantage over the man who can’t read. ”

– Mark Twain

“

History 011

11.30.1835–4.21.1910

012 History

Central Library-Adult Reading Room-1950’s

Beginning in the 1940s, the Census Bureau and the National Endowment for the Arts began conducting polls and surveys to gauge the recreational and edu-cational reading habits of the American public. NEA surveys from 1942 indicated that around 40 percent of Americans were reading “literature, defined as books, plays, poetry or essays of any quality.”

History 013

In 1982, the NEA estimated that 95 million Americans were reading literature at least once per year. From 1982 through 2002, the percentage of persons reading literature fell by 10 percent. As the number of persons attending movies or watching television remained sta-ble or declined during this time, NEA researchers de-termined that television and cinema were not significant factors in the decline of reading. NEA researchers say that the statistics cannot explain the cause of the de-cline of reading, but they point to some obvious culprits such as the abundance and variety of entertainment media, as well as the failure of schools to inspire a habit of daily reading.

014 History

The ProblemEven though in our time it’s easier to get access to information, to be connected and communicate with people around the world; there’s millions of people who still can not read or write.

History 015

1.3 billionAdults worldwide can’t read or write

42,000,000American adults can’t read at all.

016 History

Of high school seniors can be clas-ified as functionally illiterate at the time they graduate.

Of unwed mothers are illiterate.

85%

History 017

Is the estimated cost of illiteracy to business and taxpayers per year.20BILLION

Low literacy cost per year in terms of direct health care costs.73MILLION

$

018 History

The SolutionThe READ Museum of Literacy is a place dedicated to promote literacy and revive the love for reading.

The READ Museum of Literacy is a place dedicated to promote literacy and revive

the love for reading.

When people use your brand name as a verb, that is remarkable.”– Meg Whitman

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Brand

022 Brand

Why Red?

RED&READ

RED=

AttentionEnthusiasmExcitementLovePassionUrgencyWarmth

Past tense

Brand 023

Logo’s Meaning

Highlight

AMUSEUM OFLITERACY

ex: “If you can read this, thanks a teacher.”

Our MissionOur mission is to make people conscious about the importance of reading. To help people wo can’t read. To show the world how book influenced human history.

026 Brand

Brand 027

028 Brand

Read

Brand 029

Reader

030 Brand

website

Brand 031

website

032 Brand

FLOOR PLANThe floor plan is in the shape of an open book. The front entrance is made out of red transparent glass, and it faces to the east, so when the light goes through the red glass, the whole museum turns red.

Reading Centerentrance

Red glass

auditorium

readingcenter

Brand 033

Mainentrance

Red glassRed glass

cafeteria

gift shop

exhibition hall

showroom

workshopinteractive area

information

028 Brand

Exhibition HallThe exhibition hall will have different showings all year. The themes of the exhibitions will vary throughout the year. There will be four exhibitions per year.

Brand 035

028 Brand

ShowroomThe showroom will have special collections. These col-lections will cover very important and influential work, like Gutenberg’s first prints, or the first edition of Sher-lock Holmes. This special collections will change once a year.

Brand 029

Reading CenterThe reading center will be an essential part of the READ museum, and it will have a separate entrance for people who just want to go to the reading center. The reading center will have a printed book section and a digital book section. The purpose of the two sections is to encourage people to try the reading experience that they like the most.

038 Brand

Brand 029

Interactive AreaIn the interactive area, people will experience a new dif-ferent way of reading. A giant version a book and the digital version of the same book will help people realize that the only different thing between ebooks and print books is the interaction, but not the reading experience.

040 Brand

Brand 041

028 Brand

WorkshopThe Museum will have three workshops. The first work-shop is for children who are learning to read. This work-shop will allow children to play and enjoy reading books with other kids. The second workshop will be for illiter-ate adults. There will be volunteer teachers and organi-zations working together to help adults to learn how to read. The third workshop will be a book club for people who can read but want to improve and get to know more people who are also interested in reading.

Brand 043

028 Brand

Brand 029

AuditoriumThe auditorium will be having guest speaker from time to time. The guest speakers will be recognized writers or contributors to the book industry, like Stephen Hawking, Bill Gates, J.K. Rowling, etc. The guest speakers will be selected according to special events or exhibitions.

046 Brand

CafeteriaThe cafeteria will be decorated as a modern café, con-necting to the gift shop to allow visitor to enjoy reading while having coffee and a la cart.

Brand 047

Gift ShopIn the gift shop, people will find versions of famous book like Gutenberg’s Bible or Harry Potter for sale, as well as coffee table books and other souvenirs.

A campaign is about defining wo you are– your vision and your opponent’s vision.”– Meg Whitman

“

Campaign

Campaign

050 Campaign

CampaignTo be able to get both parts of our target audience, we will use Mass Media, Social Media, and Guerrilla Marketing.

The purpose of this campaign is to start the call to action and excitement about the Museum. The campaign will take advantage of the International Literacy Day, September 8th, as the starting day for the Massive Campaign.

On September 8th, the city of Detroit will be taken by storm, and every corner of the city will be red. There will not be a single person in the city who doesn’t get our message. Every street, every school, every building and every office, every park, restaurant and bar will encourage people to read.

Campaign 051

1.MediaMedia is the communication channel with a bigger reach. We will use every kind, from traditional media to digital and social media. From local newspapers to leading digital companies like Google, Facebook and Twitter. Our message will get to every part of the world, to remind people how important the issue with illiteracy is, and to invite everybody to be part of the change we want to make.

052 Campaign

facebook

Campaign 053

twitter

054 Campaign

google

Campaign 055

newspaper

time magazine

056 Campaign

Campaign 057

2.Sports&MerchandisingMedia is the communication channel with a bigger reach. We will use every kind, from traditional media to digital and social media. From local newspapers to leading digital companies like Google, Facebook and Twitter. Our message will get to every part of the world, to remind people how important the issue with illiteracy is, and to invite everybody to be part of the change we want to make.

058 Campaign

Campaign 059

3.GuerrillaThe only way to reach thos people who are not affected by the reach of massive media, is to get straight to where they are. With our Guerrilla Marketing campaign, we will make sure, that wherever people walk, drive, eats and works, they will see our campaign, to generate the awareness and impact we need.

060 Campaign

Brand&Elements 011

062 Campaign

bicycle

Campaign 063

car

064 Campaign

billboard

Campaign 065

bus stop

4.EntertainmentPeople follow what famous people do. They want to be like their favorite actors, musicians, stars and athletes. We will make every famous people from the city of Detroit part of our campaign. Artists like Eminem, Kid Rock, The White Stripes and Iggy Pop will helps us reach a very diverse target market, not only in music styles but in different generations.

066 Campaign

Brand&Elements 011

068 Conclusion

ConclusionDesign is just as powerful as it’s purpose. If we use design for good causes, it can generate big changes. Using color as a tool to change a social issue made us realize how impor-tant is for a designer to get to know the feelings, reactions and emotions of their target audiences.

The Color In Action project definitely changed our vision about the reach and power of color, and will be a precedent for new ways to approach an issue through design.