better future: issue 2

2

Welcome to our second edition of Better Future, a visual

insight into who we are, what we believe in and what we

aim to offer to the world. First of all, we want to express our

gratitude towards everyone who interacted with the first

edition of the magazine. It was a massive success and we

are thrilled to get immense positive response on various

social media platforms.

Having a Mission and Vision statement of constructing a

better world with our ideas, the students from MA Design,

Innovation and Brand Management and MA Graphic Design

reunite to launch the second issue of our creative progress

at University for the Creative Arts, UK.

We truly believe in: “Art creates culture. Culture shapes

values. Values determine the future”.

In this issue we shift from past to present and introduce

our Final Major Project topics. As creative individuals, we

are trying to explore our areas of interest, investigate

them deeper and use the knowledge to cultivate creative

concepts. Concrete expertise gained through constant

exploration of these concepts will further yield in the form

of our Final Major Projects.

We hope you enjoy the second edition as much as you did

the first. We are always seeking to improve and make each

edition better for you, so we would highly appreciate all your

comments and suggestions. If you wish to collaborate with

us don’t be shy, check the contact page and send us line. If

you like our magazine, do follow us on Facebook, Instagram,

twitter and Youtube!

Priyamvada Singh

Editorial

3

1

27

9

10

2517

12

15

1413

21

6

3

5

8

4

11

16

19

18

2422

23

20

4

1

27

9

10

2517

12

15

1413

21

6

3

5

8

4

11

16

19

18

2422

23

20

5

Angel Lugo

The ‘Parallax’ effect is a term used in physics to describe the

visual displacement or difference in the apparent position of

an object. Derived from the Greek word ‘Parallaxis’ meaning

‘alteration’ here it is used in a different context - ‘Parallax Society’.

What does it mean? The shifting perceptions and attitudes

of the masses are defined by the dominant media corporations

and their discourse which can be described as different

angles or views.

These are the views of the mass media which represent

reality through their ‘lens’, a reflection of the world around

us, which can be used for the purposes of control, without

the knowledge or consent of the general public.

How society is changing and how the media shapes our

perception of reality through the particular framing of events

continues to reinforce social stereotypes, and ultimately

provides the masses with the ideals and beliefs of the

elitist agenda. This is the consumer culture in which success

is measured by the material possessions you own. The values

of greed and material gain are imposed on us and planned

obsolescence. The mechanism used to keep the crowds

consuming, creates a desire for the latest, fastest products

on the market, becoming an inseparable part of life.

We must ask, is this the world we want to live in?

In an increasingly technologically advanced age of digital

communication, dominated by a consumer landscape

and over-saturation of media? How do we separate the truth

from the lies?

For my final major project I aim to create a story using visual

narratives as a medium to show these problems, which will

demonstrate their extents and effects. The main themes that

underpin my work are; the rise of the surveillance society,

indoctrination by mass media,consumerist culture and covert

psychological operationsotherwise known as propaganda.

[email protected] alugo-hernandez.wordpress.com Graphic Design

7

Cindy Shen

Life is amazing and full of surprises. It evolves from a simple

concept to a complex scheme and it also brings the state of

mind to my true self. I was the one who, unaware of the

changing surroundings, had an ambition to become somebody,

someday. I never thought about investigating the work place

of collaborative creative communities and their co-working

space. But right after attending the Dutch Design Week

in Eindhoven, I finally made up my mind to devote myself

to this industry.

I was shocked to see the people living in this urban center.

Their place of cultural interests remains intact and the project

of the local artists and designers complement each other

perfectly. It looks crazy but absolutely detailed and I couldn’t

calm down until I realized that the paradise built for creators

truly exist.

Then, I started to ponder deeply over the subject of design

and collaborative community. This might be the cure for all

the struggling creators who are concerned about budget, networking,

connections, and so forth issues in my country, Taiwan.

I began to wonder… What if there was a utopia where the

creative people can cooperate, create, and live together?

What if this place could be the next international state of the

world? What if it can wake people up to see that the earth

needs us to care for the land we step on everyday? However,

all the assumptions lead me to the same direction. I would

have to start the plan so it can have larger possibilities of

becoming true.

In the next few months, during my final stage, I plan to

examine the culture of the east coast craftsman and to

develop potential innovation. I will investigate the nature

of the specific materials in the local area, make the elements

coordinate with the main concept of my project and therefore

be able to extend the plan to a large scale.

[email protected] shencindy.wordpress.com Graphic Design

9

Gagan Kattaya

I have always loved photography, just the idea of freezing

time excites me. I still remember the first time I took a photo,

it was on a Kodak film point and shoot camera. I had to wait

a week to see the photo and yeah, even though I didn’t tremble,

the picture still came out shaken. That was when I was 7

years old and now, 20 years later, I have done outdoor and

indoor photoshoots, even with 2015’s Miss India runner up.

My last proposal for my final major project was to help senior

citizens use technology. However it already has enough

competitive work done and the audience for the project is fading.

So, since I have learnt photography myself, I decided to go

ahead and changed my topic to teach photography to beginners.

I intend to create a website showing a series of curated tutorials,

30 days challenge and a photo series.

This might still seem as a weak final major project so I am

trying to bring together my love for photography and

graphic design.

Nowadays, social media has created a whole new world

for photos and a way to share them. And because of it, the

number of photos taken by people every two minutes is

more than the total of photos that existed 150 years ago.

Currently, I am looking into these photos and video-sharing

platforms and exploring new ways to share the emotions

and experience.

[email protected] gagankattaya.wordpress.com Graphic Design

11

Guan Yuxuan

The most obvious feeling that music gives me is rhythm.

Clearly, some music notes last for a long time, while others

just sustain for a moment. This characteristic is also reflected

in the music notation. Therefore, I want to explore their

relationship in my Final Major Project.

The first part is about the rhythm of music (it is the beat of

every melody and it tells how long a singer should sing

every word). It is like Chinese songs. One Chinese character

represents just one pronunciation as opposed to the

English language.

In my study I use one music note (from Chinese songs) to

represent one pronunciation. This is the shortest note in the

song. For example, if a melody has a 4/4 rhythm, ¼ of it

will be the shortest note; if a song has a 2/2 rhythm, ½ of

it will also be the shortest note. In the end, the different

length represents the duration that should be used in the

characters pronunciation.

I also want to use this bars (lengths) to create a new line

and use the divisions to turn to a new section. This part of

work is a very logical and rational system that translates

the rhythm (beat) to a visual image.

[email protected] guanyuxuan.wordpress.com Graphic Design

13

Line Stabel

Since the beginning of my course I have been interested

in finding a way to improve the image of my hometown,

Larvik. I started diving into the history of the surf culture

as well as the summer of love, which is a very interesting

topic to research. I found out about the collective “Beautiful

Losers”, which caught my attention. They where all artists

who since the 1990s began a movement in the art world

with inspiration from skateboarding, surfing, graffiti and

underground music such as punk rock and hip-hop. The man

that inspired me the most was Geoff McFetridge. His graphics

are raw, funny and easy to understand and I love his quirkiness.

I look up to him, because he uses illustration as graphic

language, which is a way I also prefer to communicate.

I love illustrating people, the stranger the people the better.

You will recognize this when you look at my manifesto from

the beginning of the course “The Quirky Radiant Woman”.

When I don’t illustrate I like listening to music, but the best

would be combining the both. I have a very diverse taste in

music and love my dad’s old David Crosby, Eric Clapton and

James Taylor albums as well as my own Alfred Hall,

Lianne la Havas and Kings of Convenience. There is

something special about the music experience; it brings

people together.

Well back to how I can improve the image of my hometown

Larvik. More ideas popped up when we had a challenge

at school to improve the community in Epsom. My group

ended up with the suggestion to make a tea festival. This

would be to gain community pride, attract tourist and then

a better income to the city council, which would go to

improve social services. I turned this idea over to my city.

I tried to find out what was so unique about Larvik that

could attract people, but also gain community pride. Larvik

has a wonderful seaside, as well as a rich history to the

explorer Thor Heyerdahl, which lead the raft Kon-Tiki from

Peru to the Polynesian Islands in 1947. I combined these

two aspects and in my FMP I will be the event leader of my

festival Tikifestivalen as well as the Graphic Designer.

[email protected] linestabel.wordpress.com Graphic Design

15

Mai Bhumiwat

I always had an interest in illustration, icon design and also

in Thai pattern. Every time I went to a temple and saw all the

patterns in the decoration, I thought that I wanted to design

something or create an illustration inspired by it. They are

beautiful and elegant traditional designs, but how would it be

if I recreate them to be more modern but still representative

of our culture. I think it would be very interesting.

Thai people still have the mind set about Thai Art as a

representation of tradition. They are used to decorate the

temples and present our old Thai customs. We just use it

in that context and follow other trends around the world,

except our own. I want to make Thai people realize that we

have precious resources that can be developed and become

a part of modern design and society.

In Thailand, contemporary art came into the country seven

decades ago. Thai artists started to observe this new style,

adapt it to Thai Art and make their name internationally.

Unfortunately, most of it is fine art and it is very conceptual,

or it is in the form of performing arts which is hard to connect

with people. They can only reach people who are interested

in art and not everyone in general. In order to connect with

every lifestyle in the society, it needs to be easy to understand

and be able to associate to everyone’s daily lives.

Thai pattern is the basic Thai Art that everyone is familiar

with. Even though some people aren’t into art, it has been

associated with our society since long time ago as we can

see in the temples. It has also been the most used in the design

industry to portray the Thai style, but it is still used in the

traditional way.

I want to change Thai people’s overview of Thai Art by using

our traditional pattern and simplify it into a contemporary

design that can fit our modern style. I will also apply it to a

product or/and promote it through the media so can I connect

it with people lives.

[email protected] behance.net/noottarabhu Graphic Design

17

May Katutondua

Politics:-

Bridging the gap between politicians and the information!

Currently targeting the group between 18-24, who were the

lowest age group in 2015 to vote in the national election.

I would like to know why and how i could better educate the

future voters.

In my final major project, i will also try to answer a few

question in regards to politics.

Such as:

How can i make a difference?

Should we vote the candidates better?

Are candidates true to the issues?

Do we need to educate our children from a young age to

better suit them to vote more clearly in the future?

" –

The language used by senior politicians in the media is

absolutely dire: There seems very little effort by the media

perceived gaffe or conflict. The way many politicians cope

with this – by being incredibly boring – creates

further distance with voters.

" –

Richard Berry, a researcher for the Democratic Audit

To be continued….

[email protected] www.the – 141.com Graphic Design

19

Nana Aoki

My FMP project started from one question, why large number

of young people commit suicide in Japan. Unfortunately,

none of us are surprised when someone jumps onto the railway

track, because it happens too often. This situation is definitely

not good for young people to stay mentally healthy and hold

their hope in life. After I came to this country, I realized there

is big a difference in the frequency of suicide cases between

UK and Japan. So I felt stronger and motivated to make this

Japanese situation better.

Several sources shows that depression is one of the main

causes of suicide. Based on psychological research, I realized

that people need to be positive about their own life. It sounds

very easy to some, but it is difficult to understand the feelings

of others who have more sensitive and sentimental personalities.

Needless to say, doing everything perfect is impossible, we all

have advantages and disadvantages. However, once people

fall into the mental cycle of self-denying, they strongly perceive

all their weaknesses and start to get depressed.

I will find a way to present an opportunity where people can

face themselves. My final aim is to touch people through my

work and make them accept their weakness and be more

positive about their life.

Moving images and motion graphics are going to be the

main media for my FMP. Through it I created some experimental

works and my knowledge and interest is getting deeper and

bigger. So I would like to develop more of these techniques

for my final outcome. Additionally, I would like to put interactive

factors in the art work as much as possible. This project is

challenging for me, however, if I achieve to create my FMP,

it will be a big chance to tell Japanese society that we need

to love ourselves to live a happier life.

[email protected] behance.net/nanaao Graphic Design

21

Raven Fu

The tradition to send cards started in the middle Ages,

during the 2nd century AD, and throughout history many

countries continued using cards of different styles to send

a greeting. Due to Science and Technology, they have started

to develop reasonably and since 2000 the cards have changed

a lot. They have created different styles, like 3D cards, music

cards, or electronic cards. The latter one was inspired by

the traditional cards, but nevertheless, most people still prefer

to receive the old-style paper based cards because they

appear to convey more feelings.

I love to draw and make handicraft since I was young, so

I created a website to show my portfolio of greeting cards

design, called Ravensolo. I made them before for my friends

and family and they were surprised as well as very happy to

receive them. Now I would like to develop it into a Brand.

My concept is to send cards designed to show the heart

and emotions of the sender. This will make the person who

receives them feel warm and happy. Sending cards helps

to bridge the distance between people and make relationships

better and closer.

Ravensolo was created on my website in the summer of 2008.

Raven is my name and Solo means individual studio. The

brand focuses on graphic design and holiday illustrations for

which I use softwares to design and print cards. I decided to

improve and develop a new style in order to extend audiences

and sell more products,

[email protected] instagram.com/ravensolouk Graphic Design

23

Sharely Xia

I am wired about communication through design and crazy

to work on multi culture. During my BA, I explored the different

writing systems that exist in East and West - an area I would

like to continue to develop in the future.

On my postgraduate course, I aspire to work on a multicultural

platform that fuses East and West in the areas of branding.

Therefore, I am researching the relationship between Britain

and China, and defining the special qualities that have

contributed to successful trade between the two countries

in historical and contemporary contexts.

I’m actively seeking to forge links in this area of industry to

enhance my knowledge and design experience. The research

materials are relevant to various areas, such as historical books,

articles, documentaries, videos, radio, interviews, conservations

and tutorials which help me to have an in-depth understanding

of the development of relationship between both countries.

Meanwhile, I am doing my reading list and trying to develop

a good understanding of branding which is significant to

my FMP. The process takes plenty of time to explore.

I am really interested in working with an international agency

or company, deliver branding solutions which integrate both

Western and Chinese culture (using Latin letter forms and

Chinese characters) and assisting in the conveyance of

creative and technical output where I can make use of both

my language and design skills.

[email protected] behance.net/Sharelyxia Graphic Design

25

Vidhi Suneja

I started off this year with a clean slate and wanted to

explore along the way. “With so much music around us,

I was unusually unaffected by any of it. I simply didn’t need

it & even if I tried, I found it harder to connect with it. Most

songs only interrupted my thoughts and limited my ability

to concentrate. I thought something was so wrong with

me and wanted to assure myself that I wasn’t the only one.

Consequently, I came across the research by University of

Barcelona, which talked about Musical Anhedonia and how

5% of the people in the world were affected by it. Initially

I was so confused because not a lot was available in terms

of research.

Initial idea for my Final Major Project began with how

different people perceive music and how it has become an

important part of lives. To understand it better, I wanted to

study how music originated and what was the need for it.

While researching, I came across this book, “The Singing

Neanderthals- the origins of music, language, mind and

body” by Steven Mithen. That has you making up your own

theories about how grunts became speech and song.

As a part of my research, I also wanted to study Andy Warhol’s

work who was a leading designer of pop art and noticeably

designed more than fifty record covers for a vast number of

artists and musical styles. The record covers are quintessential

proof how he ‘saw’ music.

The book talks in detail about his design for a particular

record label and how he figured out the design solution.

It provided us with a break up solution to his design problem

helping me understand how he interpreted music. As a

person who can’t connect with music so deeply, this book

really helped me see music more deeply and closely.

And last but not the least, the latest book in my possession

is Musikraphics: The book talks about the importance of

Music graphics. How it’s not all glitz and no substance and

how it can be used to make a social impact.

As my area of research evolves and progresses, I look forward

to reading and learning from a lot of wonderful books available

in the university.

[email protected] behance.net/vidhisuneja Graphic Design

27

Technology proposes itself as the architect of our intimacies.

These days, it is suggesting substitutions of the real. The

advertising for Second Life, a virtual world where you get to

build an avatar, a house, a family, and a social life, has a

tagline- “Finally, a place to love your body, love your friends,

and love your life.” This is true and is actually happening in

our daily life. From more details, we are all cyborgs*1 now.

Without doubt, we certainly spend a large amount of time on

surfing Internet every day, but we also hang out with friends,

make a purchase and even show off ourselves on Internet.

Similarly, some enterprises and creative industries have been

engaged upon digital marketing.

As a result many new operating models of brands have

suddenly started appear in the industry such as e-commerce

and social media. However, children and needy people have

almost been forgotten and neglected. We should make use of

Internet to improve this society positively and make a better

life, especially for children and those who need help.

As for my final major project, I am particularly engaged in

how to provide children with interesting programmes and

how to take care of children through physical community

after school. The reason is that parents in today’s society

are getting more engaged in their job. Obviously they do not

have enough time to ponder over what exactly their children

love to do and what kinds of problems they are confronting

now. Therefore, the after school-community will have a positive

effect on children’s education and care.

At the same time I also intend to develop an open course

platform as well. Hopefully by doing this, Tutors and volunteers

could make good use of it with physical education to create

a friendly environment and community for children. This can

help children pursue a “Better Future” confidently while they

are growing up.

Anderson [email protected] ychen9blog.wordpress.com Design Innovation & Brand Management

29

Allison Zou

“Where everything else is corporate, a single voice is appealing

and attractive”. I want to be an independent and interesting

person. I have a hobby of collecting objects such as bowls,

spoons, sunflower, cactus and so on. So I would like to use

the element of cactus to convey a simple life and the attitude

of pursuing a better life.

With the quickening pace of life, the modern ways of our

lives have changed a lot. A series of new ‘urban diseases’

have also quietly wrapped the white-collar workers. Under

the dual influence of great work pressure and unhealthy lifestyle,

a variety of physiological and psychological disorders are

appearing. As days pass by, to live a healthy, it is becoming

difficult to find a single point of balance between work and

life. The phrase, “don’t be a slave to money to enjoy life

happily”, shows a positive and healthy outlook. The flavor of

life comes when we slowly taste and aftertaste it.

Neglecting heath and life is the price that we are paying in

exchange of money and status. It is said; adding only one

color in the sun doesn’t make it complete. There are seven

colors in the sun, so I made a “Sunshine Rule”. “Red”

means to improve work efficiency, try to avoid overtime,

pay attention to work and life balance and be dynamic and

static. “Orange” is the symbol of trouble, to represents sleep.

A good way to sleep is to ensure the time and quality of sleep.

“Yellow” symbolizes the green food. It is an initiative to resist

consumption of fast food and other unhealthy food. The

“green” symbolizes self-guidance to reduce the psychological

pressure. It actively responds to all kinds of pressures.

“Blue” represents more oxygen and being closer to nature.

Adhere to a reasonable exercise every day in order to help

the body maintain immunity, resistance to diseases and

regulate endocrine system. “Indigo” pays attention to balanced

nutrition. It demands organic food, which means more

vegetarian food habit and less meat. “Purple” conveys the

concept of care about people’s health and helps to establish

a scientific concept of health in order to prevent chronic

diseases and enjoy healthy life.

It is important to follow this “healthy, natural and unique”

concept, to advocate an active and fun way of life.

[email protected] allisonzou.wordpress.com Design Innovation & Brand Management

31

My aim for my final project is to create a platform where

artworks related to Chinese culture can be exhibited, advertised,

and sold. I intend to increase awareness about Chinese

culture as a result of this event and furthermore, to prepare

a solid ground for my career.

Renowned history scholar in England, Dr Toynbee, argued

that exquisite fineries of the rich Chinese heritage would

improve life in the 21st century. Although two decades ago

relatively quite a few people knew much about Chinese

society, today it is possible to see Chinese cultural commodities

all around the globe. Numerous aspects of Chinese culture

have been introduced worldwide such as uniforms, Mandarin,

Chinese art and films.

At the same time, many Chinese designers trained in Western

countries are gaining huge popularity. Huishan Zhang, an artist

currently operating in London, is quickly becoming famous

as a result of his innovative combination of typical Chinese

tropes and ornaments with modern shapes. In this project,

I intend to analyze what will be the impact of combining

various characteristics of Western and Eastern elements.

I plan on interviewing designers and students from both sides

of the world in order to understand each individual’s

perspective of their work. This will allow me to highlight

the identical elements in both cultures since these will be the

key essentials to be focussed on if I wish to merge East and West.

Bobo [email protected] rebecca8841.wix.com/bobolaw Design Innovation & Brand Management

33

At first my original idea was to augment small, new or emerging

brands and to reposition their exiting image. I have looked

into different brands including products, restaurants, hotels,

arts, communities, education institutions and different

promoting methods like pop-up shops, creative advertising,

campaigns etc. I did not narrow down the target or methodology

for my Final Major Project but kept all chances open for future.

Before Easter Break, I was looking for the methodology and

medium that can be addressed for branding, consulting

and developing brands and business. Also my case study

researches let me discover multiple branding solutions

from different angles. Throughout my research I found there are

different strengths and weaknesses of branding organizations

and there is a gap of public attention. Afterwards I was able to

figure out that I have a good framework for my Final Major Project.

Through my Final Major Project, I hope I can build my own

theory, method and model for branding, consulting and

developing brands. This will be my core subject of study and

also my future career. The spirit of my core concept is to

respect the value of creativity, culture and innovation, and

this spirit can further widen and develop a brand’s value.

In addition, one of my purposes is to make our society

become better hence more involvement of people is crucial

in coming future. I will collaborate with industry experts,

experienced professionals and people who respect their culture

and spirit. Also I hope this practical project can influence

some people and likewise these people can influence many more.

Eventually, through my Final Major Project our society can

become a little better and become more aware of public

values. Please follow me on Twitter and my website. If possible,

I hope you can join me to contribute just a little towards

making a better society.

Fabby [email protected] fabbyhsiao.wordpress.com Design Innovation & Brand Management

35

When tourists come to Thailand, they usually think about it

as a land of aromatic herbs or spicy tastes, but no one knows

Thai coconut sugar. In fact, Thai coconut sugar has been a

favorite traditional ingredient among Thai people and South

East Asian people. Moreover, making Thai coconut sugar

is also an important Thai artistic process as it combines

craftsmanship and the local wisdom. The complicated

production process could be a fabulous story of how difficult

it is to produce coconut sugar along with its dominant aroma

and health benefits.

On the other hand, these complicated procedures have effected

in lowering numbers of Thai coconut farmers and sugar

makers nowadays. So, my project concept is to promote Thai

local culture and Thai coconut sugar as an international

product. Thailand is a country, which produces the majority

of coconut sugar along with one of the most modern

countries in the tourist industry. Hence, as an exciting concept,

it is a high possibility for Thai coconut sugar to gain a huge

international market, which is easily accessible now than

ever before. At the same time, the idea of developing Thai

coconut sugar could help Thai coconut sugar makers and

farmers to have more jobs.

In this project I will experiment with methods of making Thai

coconut sugar combining with different ingredients. The

project will include exploring material of Thai coconut sugar

resulting in new recipes and products. It will study start up

businesses along with the brand concept and the marketing

methods required by a brand for right promotion. All of these

topics will be considered step by step along with writing a report.

Finally, a solution will be drawn. It will either be a product or

a recipe although I am still working on number of outcomes.

It depends on the relevant supporting information and the data.

Faii [email protected] faiiblog.wordpress.com Design Innovation & Brand Management

37

In today’s era, design has become essential. Everything

should be beautiful or have a concept. Design is vital for

every product and service to add value and make it more

unique while targeting individual consumer’s need today.

For example, food is not just about eating but also good

food presentation, plate decoration, restaurant ambience

and concept. All these factors make a customer choose

a restaurant because they care more about feeling and

experience that they will get. Another factor is social

network that inspires people easily and helps to absorb design.

Thus they gain much better taste and can spend more

money for the wonderful experience.

I have knowledge of interior design and also used to teach

styling at the weekends. I want to explore scope of decoration

and make it my specialty. I focus at restaurant business

because they are increasing dramatically these days. Moreover,

I will add workshops at some part of my business plan

to promote my services and support start up restaurant

businesses as that they don’t have huge budget. On the

other hand, our lifestyle is changing every day. Many people

want to enhance their skill set in their free time. In long-term,

I also plan to expand my business to design my signature

products related to fine dining equipment and start my own

restaurant once having a committed clientele for my business.

Thus, I will set up a creative business model for my final project.

I separate my research into two parts. First is the business

operation research and then setting up a business plan.

I will research each element in my business. For styling part,

I need to think about suppliers, market, sources, staff,

competitors, investment and laws. For workshop part,

I have to think about content, time management, staff and

equipment. Once I have got all the components, I will design

the way to operate and manage this business. In addition,

I will design the business identity as well.

Farm [email protected] lfarml.wordpress.com Design Innovation & Brand Management

39

These days technology is growing much faster than we

expected. For me, a designer who has always been interested

in technological design e.g. UI/UX, interface design or even

interactive design; I always catch up the trends and possibilities

of people’s lifestyle in the future. I always think about what if

we have something that could make our lives easier or more

comfortable. From that prospect, it leads me to my final

major project about virtual reality. I love digital gaming so

much and couldn’t help adore how technology is mixed with

it making it more realistic. I found that virtual reality including

augmented reality is one of the upcoming developments that

no industry would like to miss.

I tried to investigate various technological tools that enable

people to experience beyond the flat screen and also studied

how they function. I started off with 3-D design and cameras.

It was the first stage of development such as Google Street

View before virtual reality became real. They were interesting

enough and worth giving a try as many companies are

getting inclined towards this idea every passing day. I was

also examining myself and I found that principally, this kind

of technology is expensive. It will be great if it could be

more affordable for regular users like me. It is when I started

looking at how I could use it for myself in the future as well.

I am interested in setting up a business but these days many

start-up businesses have been established in the industry

more than ever before. While investigating deeper in this

field I found that like me, many people were interested in

running their own business but couldn’t as a lot of funding

is required to set it up. This is the reason why I would like

to mix my interest in technology and virtual reality with

business growth as well.

Jaa [email protected] http://bit.ly/27zX7bY Design Innovation & Brand Management

41

Starting out as an Art and Design event study, I have since

January developed my FMP to a secret type of events

conducted in cultural venues (museums, art galleries, etc.).

For that, I am searching for ways to promote ultimate

experiences, push boundaries and catch guests off-guard.

My main idea is to make my audience connect with art

and the museums exhibitions through possible scavenger

hunts and/or mystery activities. One thing I promise, it will

be better than a Dan Brown novel.

This new tendency to reveal more across the social media

created a society with fewer secrets. We are a culture of

too much information so it is only natural for people to start

looking for the unknown. And I want to offer that

unexpected experience.

Yes, market for secret events already exists and is accelerating

its pace here in London, so I pretend to stand out with the

union between this industry and my passion and knowledge

for the arts. How? Well, I cannot tell all of my secrets, can I?

My plan will involve studies on how to hook the potential

attendees with the understanding of what should be

revealed to maintain the mystery; How to connect and

interact with the audience in order to engage them

in the atmosphere; Creative activities that bridge that gap

between the costumer and entertainment with art and

learning; A strategic promotion through social media,

a marketing campaign and the design for the graphic identity;

With this, I intend to prove with my FMP that I too have the

needed abilities, multitasking and organizational skills to

one day be a successful art director and in this case, to effectively

direct my event.

Mafalda Volz [email protected] Design Innovation & Brand Managementthedesigndiscovery.wordpress.com

42

Design Innovation & Brand Management

43

Bermuda, the beautiful distinctively fishhook shaped

Sub-tropical Island in the Atlantic Ocean that I live on is

nothing but a dot on a world map. This makes the island

a gem within itself. I want to capture the true beauty of

Bermuda by focusing on the hidden gems for my FMP.

People know about some of these gems, but I want to show

off what isn’t exposed for most visitors to explore. Yes,

I thought about the amount of people that could be passing

through these areas, but it also gives people the chance

to grasp a different taste of Bermuda to experience.

Some of the research I’ve looked at to help with my FMP

consisted of, anaglyph, lenticular and stereoscopic

photography, the internet, hidden gems in Epsom and it

finished with going on the Hidden Gems Tour in Bermuda.

Since this already exists and runs all year round, I will take

a different approach to show the hidden gems. I’ve been

experiencing some obstacles during the process, but I’m

looking forward to the results.

I’ve had conversations with many visitors who are more

interested in what locals get involved in, rather than what

the tourist brochures say. I had done a publication in my

2nd year during my BA Degree called, Dipped In Culture.

It highlights what people don’t usually know about when

visiting Bermuda. It includes information, traditional recipes

as well as puzzles to make it interactive for kids.

I feel this is where my connection to my FMP is! Hidden

gems do not actually have to be hidden from sight to be

considered hidden because it can be something right in

front of you. I believe it shows depth, the true meaning of

a place and it views a different outlook on things. It can be

a person, place or thing. It’s all about an experience! The

aim of my FMP is to promote and launch my brand MKO Graphics.

I also want people to have a different perspective on Bermuda,

not just paradise and beautiful pink-sanded beaches, but

something much more.

Malcishia [email protected] malcishiaouterbridge.wordpress.com Design Innovation & Brand Management

45

I love tasting food cooked by other people, not to miss,

cooking as well. Growing up in a family where grandmother

cooked everyday, filled me with joy while having meals plus

conversations on table (sometimes on the floor as well). I never

believed that I am good with kitchen but love for delicious

food inspires me to often cook myself. As I grew up, I expanded

my area of interest much wider than just eating and cooking.

I like so many things such as travel, music, film, arts & craft

and photography, so culture seems to be the right word to

describe what I am passionate about. I also realized that you

can learn to do lot of things by yourself even if you haven’t

done them before.

During my research, I was looking at DIY culture, magazines,

pop-up and concept restaurant, cooking, collaborative culture,

venue and space. I put myself in the place I’d love to experience

with my eyes, ears, taste buds and open heart such as markets

around London, secret gig like Sofar Sounds, concept restaurant

like Tramshed and multi-dimension dining like Gingerline.

I found that currently, the trends of the restaurants are

dependent more on a strong concept or gimmick rather

solely focusing on the main product or dishes on the menu.

The collaboration between different cultures and brands

present an interesting uniqueness.

Thus I decided that my FMP project is going to be related to

‘food’, ‘collaboration’, ‘culture’, ‘workshop’ and ‘space’. My

rough concept is to use food as a medium to bring people

together and provide space for collaboration between

different cultures and interests. It will be a nice atmosphere

where people can have good conversations, exchange

what they have and fill their appetite with tasty happiness.

I do believe in the Plato’s quote “The like always likes its

like”, that is why I love to spend time with people who are

like-minded and open-minded at the same time.

Pattrawan [email protected] pattisgonetodinner.wordpress.com Design Innovation & Brand Management

47

I suppose, Fashion has people’s subjective perception.

In my self-experience, I tend to shop from some certain

brands since I can associate to the products they sell.

Therefore, I found that I am used to shop from the brands,

which reflects how I perceive fashion and also my personality.

In my view brands are same as us. In other words, brands also

have their own personalities.

Varied personalities of different brands help consumers to

find out their own representative brands. Although those

brands sell similar designs products, still they express their

own identities and have their own market positions. That

is what I would like to know why and how these brands become

strong and distinctive. I have chosen three fast fashion

brands- ZARA, TOPSHOP and Urban Outfitters to focus on.

Furthermore, I will start from the brand identity that they

present to their customers such as product styles;

online-shop display, models used and the visual merchandise

presentation inside their physical shops etc.

Hopefully, I can get some information to proceed to the

next stage that will be about how, when and who are the

customers that accept their products which is related to

customer behaviour and consuming psychology.

After a series of research, I would like to do analysis and

compare and contrast. Various procedures of the project

and the final outcome might help myself to know more

about what is the differences between each brand and

how fashion industry manages their own identities.

Besides, the project can become a reference for the new

brands to create their own identities.

Phyllis [email protected] phylliswentai.blogspot.co.uk/?wref=bif Design Innovation & Brand Management

49

Outdoor life is about being close to nature and this informs

everything we do. My parents brought me up with a love

of the nature. This runs through myself when I grown up,

I started searching outdoor gear after my first road trip in

2010. At the beginning I began to collect outdoor gears by

brands that easy to find in department stores. Meanwhile,

after I had experienced of products I discovered that some

of them were not good as they promoted. From this reason,

it reminded me that not every brand are perfect in every

kind of products. They should have some specialist in somewhere.

I started in researched and collected innovative products for

my new adventures and inspiration in term of equipment and

books until nowadays.

Its almost six years since I have been researching and testing

products that can make outdoor life easier. Since early 2015,

I started travelling around South East Asia and Europe.

During my travel, an idea to create the best community

for travellers around the globe who like to experiment with

various equipments and seek adventure was always in my

head. I would like to adopt this concept of outdoor shop in

the final major project as ‘Travel Selected Shop’ and ‘Outdoor

Creativity’ including content on innovative equipment and

travel experience.

In conclusion, I am creating my own website to share my

travel experiences from the past few years. I would also try

to use the photographs that I took on trips that I have been

to. Furthermore, in future I aim to write the stories of my trip

to inspire people and try to gather them on my website or fan

page. Although I will share my own experiences in my travel

stories, but comprehending that knowledge to enhance your

education is something that completely depends on you.

Finally, the knowledge that I am currently gaining from my

final major project is how to make my webpage different

from other page in the Internet world.

Pong [email protected] www.facebook.com/URCHIN-1130147237024940 Design Innovation & Brand Management

50


51

Technology is increasingly becoming a vital part of our

fundamental necessities. We already exist in an era

where it has become almost impossible to perform our

everyday basic jobs without the aid of technology. Given

the circumstances, I believe that technology has become

a matter of topmost priority, which demands to be

addressed immediately and guided towards the right

path. Conversely, this most intriguing field is very much

surrounded by scientific theories and approaches rather than

being rooted towards the core of every evolution i.e. human

behavior. The field of art and design is not completely

devoid of technology as we can see a lot of advancements

in online gaming, VFX effects in movies, animations,

interactive smartphone apps etc. Yet it is noticeable that

psychological aspects of technology have not been fully

explored from the perspective of behavioral science in

art and design.

Everyday a new online start-up is tossed in the giant ocean

of growing technology driven industries but what about the

psychological study of technology? How do people connect

with technology and up to what extent? What are the

effects of these connections? How to use these connections

to create compelling experiences? These are fundamental

prerequisites to be understood before launching a business

in todays Internet savvy world. It is as equivalently important

to study psychological factors as the scientific properties of

technology, to gain an understand behavioral patterns of

people dealing with it in creative businesses.

The project “Balance” tries to find equilibrium between

human interactions and technology. The project will aim to

‘throw light’ on how identities and emotions change in the

digital world, how we live in a constant pressure of adapting

technology that transforms at the speed of light, how technology

is constantly bringing alterations in business models in respect

to our fluctuating needs and adaptations. The underlying

objective of this project is to find humanness in technology.

Priyamvada [email protected] journalsbypriyamvada.wordpress.com Design Innovation & Brand Management

53

Have you ever thought about how your products are made?

Will you check the label for origin before making a purchase?

Nowadays, globalization makes huge benefits for consumers’

purchase beyond geographical limitation. However, the truth

behind mass production is shocking.

Due to my previous experience of working between a brand’s

clients and manufacturers, I realized that some problems

have resulted due to mass production. The manufacturers

in the east provide lower cost for western brands, which

enables brands to cut down cost and product’s consistency

in global business operation. Nevertheless, when brands

are busy sourcing manufacturers with cheaper prices,

brands value declines and its authenticity is lost. At the same

time, more problems like waste, pollution, quality and

traditional skill loss takes place while chasing low cost from

overseas manufacture.

My idea is to support domestic manufacture for brands,

which advocate a better communication, transparent

manufacturing process and sustainability to increase

brands’ value and consumers’ loyalty. The resources I have

been looking at are mainly divided into three parts, the

issues in Far East manufacturers, platforms/organizations

that support locally made products and the value of domestic

goods. I believe that domestic and ethical manufacturing is

a trend because it is a visible and touchable phenomenon

and consumers could engage in manufacturing process,

which is quite difficult to achieve. Consumers now are willing

to pay for the products which give them transparent story

or resonance, and they appreciate the product’s value more

than its prices.

Zukka [email protected] Design Innovation & Brand Managementchengchiahsuan.wix.com/whomademyclothes

54


56

in our magazine

Advertise

Be

YourName

£20

Issue 3 Magazine +

CompanyLogo

£50Issue 3

Magazine +

YourName

£10

your organization

for you!

MA Gaphic Design - MA Design Innovation & Brand Management University for the Creative Arts X

O�ers

58

Course Tutor:

Brian Johnson

Sue Perks

Mentor:

Hans Dieter Reichert

Editor:

Cindy Shen

Priyamvada Singh

Design Director:

Cindy Shen

Proof Reader:

Malfoda Volz Oliveira

Priyamvada Singh

Layout Design:

Raven Fu

Sharely Xia

Items Photography

Design:

Line Stabel

Jaa Suwansumrit

Process Photography

Design:

Mai Bhoomiwat

Photo Shooting

Farm Nuchinart

Gagan Kattaya

Nana Aoki

Patt Sukmongkol

Pong

Soontorntumrong

Icons Design:

Vidhi Suneja

Cover Design:

Cindy Shen

Content Page Design:

Cindy Shen

Sponsor Page Design:

Cindy Shen

Malcishia Outerbridge

Marketing Team:

Anderson Chen

Alison Zou

Fabby Hsiao

Faii Rutpongsopit

Farm Nuchinart

Phyllis Tai

Priyamvada Singh

Zukka Cheng

Production &

Photography Team:

Bobo Law

Farm Nuchinart

Gagan Kattaya

Jaa Suwansumrit

Mafalda Volz Oliveira

Nana Aoki

Patt Sukmongkol

Pong Soontorntumrong

[email protected]

E-mail

https://www.instagram.com/betterfuturemagazine/

Instagram

http://www.facebook.com/betterfuturemagazine

Facebook

http://ucabetterfuture.businesscatalyst.com/

Website

https://twitter.com/Betterfuturemag

Twitter

Credits

Contact

better future: issue 2

Documents