ReCraft

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

7

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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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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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.


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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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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.


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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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3

4

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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Spread 1: What is ReCraft? Spread 2: Does not Hurt the Budget

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Spread 4: All We Need is YouSpread 3: Educational Benefits

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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 - 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-

wallpaper-4353.html>.

“Lubbock Area Foundation - Mini-Grants For Teachers.” Lubbock Area Foundation. Web. 12 Dec. 2011. <http://www.

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>.

ReCraft

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Transcript of ReCraft