connectable

E M I LY B R O C Ka n M F A G r a p h i c D e s i g n T h e s i s

Connectable is a food centric movement for the culturally curious.



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CONTENTS

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BACKGROUND

C H A P T E R O N E

t h e o r i g i n s o f C o n n e c t a b l e

C H A P T E R O N E

t h e o r i g i n s o f C o n n e c t a b l e


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C H A P T E R O N Et h e o r i g i n s o f C o n n e c t a b l e

C H A P T E R O N Et h e o r i g i n s o f C o n n e c t a b l e

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I LEARNED AT AN EARLY AGE THAT EVEN THOUGH LANGUAGE, CLOTHING, MUSIC AND CULTURE WERE DIFFERENT, I COULD STILL BUILD A FRIENDSHIP WHEN SHARING A GRILLED EAR OF CORN IN MEXICO OR FRESH MAHI-MAHI IN TAHITI.

“ ”“ ”

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M o s t s t u d e n t s w i l l t e l l y o u t h a t t h e p r o c e s s o f

c h o o s i n g t h e i r M FA t h e s i s t opic c a n b e j u s t a s

t r y i n g a s t he t he s i s i t s e l f. For a t he s i s to b e s t r on g,

i t m u s t r e s on ate on a p er s on a l le v e l. It m u s t b e

a b ou t a topic one fe e l s p a s s ion ate enou g h a b ou t to

r e s e a r c h , de v e lop, a n d w a l k b e s ide e v er y d a y for a

y e a r a n d a h a l f.

L on g b e for e I mo v e d to C a l i for n i a to b e g i n s t u d ie s

at the Academy, un bek now nst to me my thesis topic

w a s g er m i n at i n g. Gr o w i n g u p, I s p en t a m ajor it y

of s u m mer s a n d s c ho ol hol id a y s t r a v e l i n g. My

p a r en t s b ot h w ork a s m i n i s ter s w h ic h me a n t m a n y

te ac h i n g a n d pr e ac h i n g t r ip s to d i f fer en t pl ac e s

a r ou n d t he w orld. I w a s b or n i n Na i r obi , K en y a a n d

mo v e d to t he Un ite d St ate s w hen I w a s t w o. W h i le I

w a s mo s t l y a M id w e s ter n g i rl , I t r a v e le d to Me x ic o,

A u s t r a l i a , Ta h it i , E n g l a n d , Fr a n c e, Wa le s , Z a m bi a ,

Ne w Z e a l a n d , Ni g er i a , C a n a d a a n d m a n y lo c a le s

ac r o s s t he U. S. A .

I h a v e nu mer ou s p a s s ion s a n d s ou r c e s of jo y. My

g r e ate s t ener g y a n d e l at ion i n l i fe, ho w e v er, i s

fou n d t h r ou g h m y r e l at ion s h ip s w it h t he p e ople

a r ou n d me. Ev er y c ou n t r y a n d c it y I’v e b e en to h a s

s ho w n t h i s w orld to b e a mor e i n ter c on ne c te d a n d

a m a z i n g pl ac e t h a n mo s t of u s a r e c on s c iou s of or

a ble to ac k no w le d g e.

In the many travels with my parents around the world, food was the great connector—the universal language that everyone understood.


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W h i le I w a s of ten je a lou s of m y f r ien d s w ho g ot to

s p en d s u m mer s to g e t her b y t he p o ol or r e l a x i n g at

t he f a m i l y c a bi n on t he l a k e, I e v en t u a l l y b e c a me

g r ate f u l for t he u nu s u a l e x p er ien c e s of fer e d b y

t he s e t r ip s a n d e x c u r s ion s. A d v en t u r e s b e y on d t he

c om for t a ble le d me to v ie w t he w orld w it h d i f fer en t

e y e s; to s e e w h at ot her s w er e not pr i v i le g e d to s e e.

W hen I t h i n k b ac k to t he pl ac e s I’v e b e en , mor e

of ten t h a n not w h at I r emem b er mo s t i s r e l ate d

to fo o d — w h at w e ate, ho w it w a s pr e p a r e d , w ho I

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SALTILLO, MEXICOShar ing cor n with a new fr iend, Ada Doming uez

s h a r e d t he me a l w it h , a n d t he s pic e s , herb s a n d

f l a v or s — of ten q u ite d i f fer en t f r om w h at I w a s

ac c u s tome d to. I le a r ne d at a n e a rl y a g e t h at e v en

t hou g h l a n g u a g e, c lot h i n g, m u s ic a n d c u lt u r e w er e

d i f fer en t, I c ou ld s t i l l b u i ld a f r ien d s h ip w hen

s h a r i n g a g r i l le d e a r of c or n i n Me x ic o or f r e s h

m a h i-m a h i i n Ta h it i .

We l i v e i n a w orld of en d le s s i n for m at ion . A t a n y

g i v en t i me, w e c a n i n p u t a n y t h i n g t h at c r o s s e s ou r

m i n d s i n to a s e a r c h en g i ne a n d r e c ei v e m i l l ion s

of r e s p on s e s to q uer ie s , c om men t s or p on der i n g s.

W h i le t h i s a b u n d a n c e of r e a d i l y a v a i l a ble k no w-

le d g e a n d i m me d i ate g r at i f ic at ion i s a m a z i n g, i t

h a s s t r ipp e d u s of a c er t a i n ‘r e a l ne s s’. It i s no lon g er

ne c e s s a r y for u s to g i v e b ac k i n c on v er s at ion s a n d

d i s c u s s ion s , or g at her to enjo y t he c om p a n y of one

a not her. We fo c u s to o of ten on t he int a k e, r at her

t h a n t he g ive a n d t a k e.

SALTILLO, MEXICOShar ing cor n with a new fr iend, Ada Doming uez


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A nd wh at bet ter way to lea r n, appreci ate a nd con nec t

t h a n t h rou g h ou r t a ste buds? We c a n ex per ience a

people a nd a c u lt u re i n t hei r aut hent icit y t h rou g h t he

si mple ac t of eat i n g toget her. Food is a n ex ten sion

of sel f a nd c u lt u re. It is a n i nteg ra l pa r t of how we

rel ate a nd how we lea r n a bout ou r hu m a n it y a nd ou r

world. Wit h food a s t he com mon denom i n ator, it is

much ea sier to appreci ate a nd i m a g i ne t he e ver yd ay

l i fe of ot her s.

To be a responsible resident of this planet is to step out of our immediate surroundings and acknowledge the amazing energy and connections the world has to offer, not through Facebook updates or our Twitter followers, but through person-to-person connection.


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A n d s o i t b e g a n . . . m y q u e s t t o d e v e l o p a fo o d-c e n t r i c p ro j e c t a s a c a t a l y s t fo r cultural encounter and cohesive community. My thesis is an invitation to companionship (c om-w i t h; p a n-b re a d—“ t o s h a re b re a d t o g e t h e r”). I t i s m y l i t t l e o f fe r i n g t o m a k e t h e w o r l d a p l a c e t h a t i s j u s t a l i t t l e m o re “C o n n e c t a b l e .”

A n d s o i t b e g a n . . . m y q u e s t t o d e v e l o p a fo o d-c e n t r i c p ro j e c t a s a c a t a l y s t fo r cultural encounter and cohesive community. My thesis is an invitation to companionship (c om-w i t h; p a n-b re a d—“ t o s h a re b re a d t o g e t h e r”). I t i s m y l i t t l e o f fe r i n g t o m a k e t h e w o r l d a p l a c e t h a t i s j u s t a l i t t l e m o re “C o n n e c t a b l e .”


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RESEARCHp r o b l e m b e c o m e s o p p o r t u n i t y

C H A P T E R T W O

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MOST PEOPLE ARE ON THE WORLD, NOT IN IT. THEY HAVE NO CONSCIOUS SYMPATHY OR RELATIONSHIP TO ANYTHING OR ANYONE A ROU N D TH EM . TH EY A RE PHYSICALLY TOGETHER, BUT COMPLETELY SEPAR ATE.

“ ”

a m e r i c a n a u t h o r a n d n a t u r a l i s t

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J O H N M U I RJ O H N M U I Ra m e r i c a n a u t h o r a n d n a t u r a l i s t

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W h i le I’ve a lway s h ad pa ssion su r rou nd i n g t h is

topic a nd k now n t here wa s somet h i n g g reat to be

d iscovered u nder t he ‘ food a s a con nec tor’ u m brel l a,

it took me q u ite some t i me to decide ex ac t ly who my

aud ience wou ld be, how I wou ld def i ne t he ch a l len ge,

t hen prov ide a creat ive respon se.

I n it i a l l y, m y g o a l w a s to t u r n a mor e c lo s e-m i n de d

au d ien c e i nto a n ac c e p t i n g one — s ho w i n g p e ople

w ho w er en’t i n a c it y a s d i v er s e a s S a n Fr a n c i s c o

a b e t ter ide a of w h at t he w ide a n d w on der f u l w orld

h a d to of fer. W h i le t h i s mot i v e i s i m p or t a nt, I

fou n d it d i f f ic u lt not to s ou n d e l it i s t or a s t hou g h

I w er e t a l k i n g do w n to a c er t a i n g r ou p of p e ople

w ho ‘ j u s t d id n’t g e t i t .’ I d id n’t w a n t C on ne c t a ble to

b e a s l ap-on-t he-w r i s t, b u t i n s te a d , a lo w-pr e s s u r e

le a r n i n g e x p er ien c e — a de l ic iou s w a y to e x p er ien c e

a ne w c u lt u r e a n d p e ople.

Wit h t h at i n m i n d , I s e t of f on t he mo s t de l ic iou s

a n d enjo y a ble r e s e a r c h I’v e e v er u n der t a k en .

B e g i n n i n g w it h m y bi r t h pl ac e of K en y a , I i n v ite d

s e v er a l f r ien d s a n d c l a s s m ate s to m y ap a r t men t

to e x p er ien c e t he fo o d I ate a s a s m a l l c h i ld —fo o d

t h at I u s e to d a y a s a c on ne c t ion to a w orld m u c h

d i f fer en t t h a n t he one I’m i n no w.

We p u t a w a y ou r c e l l phone s. We a s k e d e ac h ot her

q ue s t ion s. We l au g he d a n d le a r ne d a b ou t a ne w

c u lt u r e a n d e ac h ot her w it hou t t he d i s t r ac t ion of

s o c i a l me d i a or ot her ou t s ide i n f luen c e s. We w er e

pr e s en t. I k ne w t hen t h at m y s olu t ion w ou ld n’t l ie

w it h i n a w e b s ite or a ‘ ho w-to’ g u ide. It ne e de d to

b e a n e x p er ien c e — s ome t h i n g p a r t ic ip a nt s c ou ld

ac t i v e l y do to g e t her. It ne e de d to b e a ne w w a y for

p e ople to s h a r e i n t he ac t of e at i n g to g e t her.

I knew then that my solution wouldn’t lie within a website or a ‘ how-to’ guide. It needed to be an experience—something participants could actively do together.


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Fol low in g the Kenyan din ner, I did a lot of readin g,

Vimeo watch in g and scr i bblin g. I a lso began to pay

close at tention to fr iends, coworkers and classm ates

who were wonder f u l sources for var ied cu lt ura l

con nections. Luck i ly for me, San Francisco is one of

the most diverse cities in the n ation. In no time

at a l l I was set tin g up my nex t din ner and h av in g

conversations w ith people from a l l over the world

a bout their favor ite cu lt ura l dishes: Swedish

blueber r y soup, “Mountain O ysters” (testicles of

castrated bu l l ca lves), Korean Root Beer w ith an ex tra

dash of sa lt, cor ned beef and ca bbage, ga l los pintos (a

black bean and r ice dish), kosh ar i, (Eg y ptian street

food), and so much more.

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In a society drowning in the digital, we often forget the value of person-to-person connection.

In a society drowning in the digital, we often forget the value of person-to-person connection.


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ST. PETER ’ S SQUARE 20 05

ST. PETER ’ S SQUARE 2013

ST. PETER ’ S SQUARE 20 05

ST. PETER ’ S SQUARE 2013

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It w a s i m p or t a n t t h r ou g hou t t h i s pr o c e s s to k e e p

t he fo c u s on c on ne c t i n g d i f fer en t c u lt u r e s a n d

te ac h i n g p e ople a b ou t pl ac e s t he y’ d ne v er b e en .

A t t he E g y p t i a n d i n ner, w h ic h m y f r ien d s Jo s e ph

Fa h m y a n d C h r i s t i n a C on nol l y w er e k i n d enou g h to

ho s t for me, I w a s s t r u c k w it h t he r e a l i z at ion t h at

t h i s t he s i s w a s n’t a b ou t one c u lt u r e appr e c i at i n g

a not her c u lt u r e’s fo o d. It w a s a b ou t p e ople of d i f f-

er en t c u lt u r e s a n d r ac e s appr e c i at i n g e ac h ot her

w h i le s h a r i n g fo o d at t a ble. It do e s n’t m at ter t h at

S a n Fr a n c i s c o i s le s s t h a n 50% C au c a s i a n a n d hold s

e v er y t y p e of c u i s i ne y ou c ou ld e v er i m a g i ne. It

do e s n’t m at ter t h at I’v e t r a v e le d. Ho w e v er c u l-

t u r a l l y i m mer s e d , t he l ac k of p er s on a l c on ne c t ion

i s s ome t h i n g mo s t a l l of u s a re g u i lt y of across t he

boa rd. It wa s now my t a sk to decide how best to rel ay

t he i mpor t a nce of t h is compa n ion sh ip —t h is ac t of

eat i n g a nd sh a r i n g toget her.

To b e t ter de f i ne m y t a r g e t au d ien c e a n d f i g u r e

ou t w her e p e ople’s m a i n i n ter e s t s a n d de s i r e s

w ou ld l ie i n t he C on ne c t a ble d i n ner e x p er ienc e,

I de v e lop e d a n d a d m i n i s ter e d a s u r v e y. I r e c ei v e d

r e s p on s e s f r om i n ter v ie w e e s f r om n i ne s t ate s a n d

f i v e d i f fer en t c ou n t r ie s. A g e s r a n g e d f r om 2 4 to 6 7.

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76% s a id t he y f i nd

t hem sel ve s te x t i n g at t he

d i n ner t a ble.

100% f i nd it d i s t r ac t i n g when

someone i s on t hei r phone at

t he t a ble.

92% enjoy e at i n g e t h n ic

food a nd do it r e g u l a rly

(at le a s t onc e per week )

16% a r e c on sciou s of t he

c u lt u r e whose food t he y a r e

e at i n g. 84% s a id t he y do it

mor e for t he t a s te a nd a r e

fa i rly u n aw a r e of t he c u lt u r e

beh i nd t he food.

Howe ver, 92% wou ld be

i nter e s ted i n le a r n i n g mor e

a bou t t he c u lt u r e a nd s tor ie s

beh i nd s a id d i s he s, i f t h at

i n for m at ion wer e a v a i l a ble.

Interviewees from nine different states and five different

countr ies, between the ages of 24 and 67 were asked about

their dig ital practices at the dinner table, as well as their

familiar ity with ethnic food in an online questionnaire.

TH E S U RV E Y

In a d dit io n to re c ip e s, w h a t are s o m e o t he r t hin gs you w ou l d e nj oy le ar nin g ab ou t a fe a t ure d C o nne c t ab le c u l t ure?

CLIMATE, SHELTER, POLITICS, LANGUAGE, GEOGR APHY, MUSIC, DECOR, ANTHROPOLOGY, TR ADITIONS, HOLIDAYS, DAY TO DAY LIFE


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› Believes inter personal relationships are vital

› Is excited by food

› Seeks to explore global cultures

› Finds g reat value in gaining knowledge of global

cultures by building new relationships

› Is open to new tastes, foods and traditions

› Is either male or female

› Is an English speaker between the ages of 20-45

TH E CO N N EC TA B LE PA R TICI PA NT


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K E N YA N

J E W I S H

H O N D U R A N

C H I N E S E

E G Y P T I A N

W h i le I met, ch at ted a nd sh a red food w it h people

of m a ny c u lt u res a nd back g rou nds t h rou g hout t h is

process, t he m a i n Con nec t a ble e vent s I feat u re on

t he website a re f ive c u lt u ra l c u isi nes I ex per ienced

f i r st h a nd w it h i nd iv idu a ls w i l l i n g to sh a re t hei r

c u lt u re’s way of eat i n g a nd rel at i n g a rou nd t he t a ble:

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DESIGN EXPLORATIONi d e a s m a d e v i s i b l e

C H A P T E R T H R E E

i d e a s m a d e v i s i b l e

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03DESIGN EXPLORATION

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I k ne w f r om t he be g i n n i n g t h at I w a nted some t h i n g on t he br i g ht side, bu t s t i l l c ont a i n i n g

elements w ith a more n at ura l feel. Not wantin g to add new colors for each new cu lt ure, I a lso

decided th at pat ter ns wou ld the distin g uish in g factor bet ween each cu lt ure and k it.

For the photog raphy, I wanted a mi x of ver y simplistic shots, people chat ting, smiling, connecting,

as well as delicious pict ures of the food being cooked, ser ved, shared and eaten, leading viewers to

want to reach through the page (or screen) and take a big bite.

For t he C on nec t a ble log o, a g a i n , I w a nted s ome t h i n g e x t r emel y si mple a nd s t a mp-a ble. I w a nted

to r el a y t he s en s e of c on nec t ion a s wel l a s a l lude to t he pr ojec t bei n g c enter ed a r ou nd food.

I D E A S M A D E V I S I B LE


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connecTABLE

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04 DESIGN SOLUTIONS

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DESIGN SOLUTIONSC o n n e c t a b l e t a k e s s h a p e

C H A P T E R F O U R

C o n n e c t a b l e t a k e s s h a p e

C H A P T E R F O U R

c h a p t e r 0 4 S O L U T I O N S

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X

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6X

LOG O G U I D E LI N E Sl o g o a n d l o g o t y p e u s e s

1” m i n i m u m l e n g t h

T he C on ne c t a ble lo g o w a s b u i lt s i m pl y, a l lo w i n g t he lo g o a n d lo g ot y p e to b e u s e d e f fe c t i v e l y

to g e t her or s e p a r ate l y. T he d u a l c i r c le s of t he lo g o a l lu de to a d i n ner pl ate s h ap e, r e pr e s en t at i v e

of C on ne c t a ble’s em ph a s i s on fo o d a n d e at i n g to g e t her. T he ic on a l s o em u l ate s t he le t ter ‘C ’

for C on ne c t a ble, a s w e l l a s t he o v er a l l fe e l i n g of t h i n g s b ei n g c on ne c te d —i n t h i s c a s e, t he

l i ne s of t he ‘C ’ c on t i nu i n g a r ou n d to for m a d i n ner pl ate.

T h e l o g o c a n b e u s e d i n a n y o f t h e m a i n C on ne c t a ble c olor s a s w e l l a s w h ite. W hen pl ac e d

on a n i m a g e, i t i s to r em a i n w h ite. B ot h e lemen t s of t he lo g o c a n b e u s e d s e p a r ate l y or to g e t her,

a n d c a n b e c enter e d b ot h hor i z on t a l l y a n d v er t ic a l l y.

a l t e r n a t e l o g o s e t - u p

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CO LO R PA LE T TE A N D T Y PEl o g o a n d l o g o t y p e u s e s

C

M

Y

K

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8 8

1 0 0

0

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6 4

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6 0

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V E R L AG

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

F I LO S O P H I A

A B CDE F GH I J K L MNOP QR S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


1 2 3 4 5 6 7 8 9 0


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W h i le t he w e b s ite a n d pr omot ion a l m ater i a l s a r e

i m p or t a n t pie c e s to C on ne c t a ble’s s u c c e s s a s a

mo v emen t, t he Ev en t K it s ac c om pl i s h w h at a p o s ter

or s c r e en c a n not— t he y a r e t he a l l-en c om p a s s i n g,

c u r ate d , C on ne c t a ble e x p er ien c e de l i v er e d r i g h t to

p a r t ic ip a n t s’ do or s.

E V E NT KIT S

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O n t he w e b s ite a n d i n t he i n for m at ion a l b o ok le t

w it h i n e ac h k it , p a r t ic ip a n t s a r e s ho w n t he f i v e-

s te p C on ne c t a ble mo de l. W h i le t her e i s no ‘w r on g’

w a y to u s e e ac h k it or le a r n a b ou t ne w c u lt u r e s ,

t he s e f i v e s te p s i n s u r e mem b er s w i l l g e t t he mo s t

ou t of t hei r e x p er ien c e.

TH E M E TH O D

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Here’s how it works.

COOK TOGETHER

CHOOSE A CULTURE

CONNECT

EAT TOGETHER

CONTINUE CONNECTABLE

C hoos e a c u lt u r e t h at appe a l s to you f r om one of ou r e vent k it s. You w i l l r ec ei ve r ec ipe s,

c u lt u r a l l y r ele v a nt mu sic, a n i n for m at i ve book le t on you r c hos en c u lt u r e, a n i nt r i g u i n g

i n g r ed ient or t wo for t he d i n ner a he ad, i n v it at ion s, a nd m a n y ot her item s. O r, feel f r ee to u se

ou r u n i ver s a l k it to c r e ate a n e vent w it h t he c u lt u r e of you r c hoosi n g.

O nc e you r c u lt u r e k it h a s a r r i ved, it’s t i me to i n v ite s ome f r iend s or ot her C on nec t a ble

mem ber s to help s h a r e t he e x per ienc e w it h you. You w i l l r ec ei ve de t a i led r ec ipe s a nd

i n g r ed ient l i s t s. You m a y w a nt to i nc lude you r g ue s t s i n t he c ook i n g pr oc e s s, a l low i n g a l l

t hose w ho a r e i nter e s ted to s h a r e t he ent i r e e x per ienc e w it h you.

Sit dow n a nd e at w it h one a not her. P u t aw a y you r c el l phone s. Ta l k a bou t a nd f u l l y appr ec i ate

t he food befor e you a nd t he si mple ac t of e at i n g tog e t her. L i s ten . E njoy. L e a r n a bou t t he

c u lt u r e a nd c u s tom s you a r e e x per ienci n g. L au g h . C on nec t.

T he ide a l C on nec t a ble e x per ienc e pr ov ide s t h r ee d i f fer ent t y pe s of c on nec t ion s — a

c on nec t ion w it h t he or i g i n a l C on nec t a ble i nter v ie wee, a c on nec t ion w it h t he c hos en c u lt u r e

t h at pa r t ic ipa nt s h ad n’t pr e v iou s l y e x per ienc ed, a s wel l a s a c on nec t ion w it h t he people w ho

joi n tog e t her a r ou nd t he t a ble.

Don’t le t you r f i r s t e x per ienc e be you r l a s t. W he t her you a r e f r om Mu m ba i, Sy d ne y, Sh a n g h a i

or De s Moi ne s, we a l l h a ve a c on nec t ion w it h ou r c u lt u r e a nd fa m i l y t h r ou g h food— a s tor y to

tel l a nd a r ec ipe to s h a r e. Help u s c ont i nue t he c on nec t ion s a nd s h a r e you r s tor y w it h u s a nd

w it h ot her s.


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O n c e C on ne c t a ble i s a w a r e of p a r t ic ip a n t s’ c it y of

or i g i n , t hei r k it w i l l b e f u r t her c u s tom i z e d w it h a

m ap of t hei r c it y, m a k i n g t hem a w a r e of t he lo c a l

de l i s , r e s t au r a n t s , m a rk e t s a n d ot her c u lt u r a l hot

s p ot s p er t a i n i n g to t he c u lt u r e t he y h a v e s e le c te d.

E ac h k it w i l l a l s o c on t a i n i n v it at ion s for t he ho s t

to s en d ou t to h i s or her c ho s en g ue s t s , a s w e l l a s

r e c ip e c a r d s for t hei r me a l a he a d.

I N V ITE . PL A N . S H O P.


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E ac h k it a l s o c on t a i n s a n i n for m at ion a l b o ok le t,

pr o v id i n g e ac h p a r t ic ip a n t w it h i n for m at ion a b ou t

ho w t he C on ne c t a ble pr o c e s s w ork s , s ome c u lt u r a l

v o c a b u l a r y a n d f ac t s a b ou t t he c ho s en c u lt u r e,

a n d a n i n ter v ie w of t he C on ne c t a ble mem b er w ho

s h a r e d t he r e c ip e s a n d i n it i a l e x p er ien c e w it h u s.

BOO KLE T


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TOTE BAGa h a n d y c a n v a s b a g, for c a r t i n g a l l of y ou r

i n g r e d ien t s home.

SECRET INGREDIENTWe w i l l pr o v ide one or t w o i n g r e d ien t s or fo o d

item s for y ou r d i n ner a he a d t h at ten d to b e mor e

s p e c i a l i z e d or le s s c om mon , s u c h a s E g y p t i a n

c ho c ol ate s or c h a i s pic e s.

TUNAGEW h at’s a d i n ner p a r t y w it hou t g o o d m u s ic? E ac h

k it i n c lu de s a USB d r i v e f i l le d w it h mu s ic p op u l a r

i n e ac h c ho s en c u lt u r e.

MENUSSi n c e m a n y of t he s e d i s he s m a y b e u n f a m i l i a r

to y ou r g ue s t s , w e pr o v ide a menu to b e pl ac e d at

e ac h pl ac e s e t t i n g. T h i s a l lo w s e v er y one to k no w

w h at t he y’r e d i v i n g i n to w hen it’s not r e c o g n i z a ble

b y t he n a me.

FAC T C ARDSA l s o pl ac e d at e ac h pl ate, t he s e c i r c u l a r f ac t

c a r d s g i v e e ac h d i n ner g ue s t a s m a l l c on v er s at ion

s t a r ter to s h a r e w it h t he t a ble.

E a c h k i t a l s o i n c l u d e s :

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O n c e t he k it w a s f u l l y de s i g ne d , I h a d s e v er a l t r i a l

d i n ner s , m a k i n g m i nor t w e a k s a n d c h a n g e s to

en s u r e e ac h i tem p er for me d t he t a s k i t w a s c r e ate d

for. A l s o, to s e e i f a n y ne w item s s hou ld b e a dde d ,

or a n y s u p er f luou s pie c e s t a k en a w a y. B y t he en d of

t he pi lot s er ie s , t he k it s e eme d to h a v e l a n de d i n

a pl ac e b ot h m y s e l f, a n d p a r t ic ip a n t s w ho s h a r e d

i n t he e x p er ien c e w it h me w er e q u ite h app y w it h .

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p a g e 0 7 9

m f a t h e s i s E M I L Y B R O C K c h a p t e r 0 4 S O L U T I O N S

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T he Con necta ble website is the holdin g place for

Con nec t a ble i n for m at ion, cont ac t, host i n g i n st r uc-

tions and event orders, the latest Connectable events,

recipes, and much more.

W E B S ITE


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p a g e 0 8 6 0 1 0 2 0 3 0 4 0 5 0 6


p a g e 0 8 7

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IMPACT & THE FUTUREt i m e f o r t h e r e a l w o r l d

C H A P T E R F I V E

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05IMPACT & THE FUTURE

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WITH EACH HAND OF UGALI, EACH SIP OF WINE, THESE 8 PEOPLE BEGAN NOT ONLY TO SPEAK THEIR MINDS BUT TO LISTEN WITH THEIR HEARTS.

“ ”“ ”

WITH EACH HAND OF UGALI, EACH SIP OF WINE, THESE 8 PEOPLE BEGAN NOT ONLY TO SPEAK THEIR MINDS BUT TO LISTEN WITH THEIR HEARTS.

J AY H O U G A A R Da r t d i r e c t o r , L Aa r t d i r e c t o r , L A

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Now th at my idea h ad been for mu lated, the research

h a d b e en done, b ot h c o g n it i v e a n d v i s u a l , t he k it ,

w e b s ite a n d pr omot ion a l pie c e s h ad b e en c r e ate d

a n d t he pi lot h a d b e en c on d u c te d , i t w a s t i me to

s en d C on ne c t a ble ou t i n to t he w orld w it hou t m y

s u p er v i s ion . T he f i r s t C on ne c t a ble p ac k a g e w a s

s en t to K e l s e y Me z z en g a i n L o s A n g e le s , C A .

Wit h s ole l y t he m ater i a l s a n d i n s t r u c t ion s i n t he

br o w n c a r d b o a r d b ox to g u ide her, s he c on d u c te d

a C on ne c t a ble d i n ner w it h ei g h t ot her s i n her

t w o b e d r o om ap a r t men t i n E c ho Pa rk . To m y

e x c itemen t, t he r e s p on s e w a s e x t r eme l y p o s it i v e.

G ue s t s a s k e d w hen t he ne x t d i n ner w ou ld t a k e

pl ac e a n d w h at t y p e of c u i s i ne w a s ne x t on t he l i s t

to le a r n a b ou t a n d enjo y to g e t her.

T he fe e d b ac k w a s o v er w he l m i n g l y u s e f u l a n d g a v e

me a n i t c h to s t a r t t he s e a r c h for t he ne x t c u lt u r e

to e x p er ien c e, e x plor e, t hen s h a r e w it h ot her l i k e-

m i n de d i n d i v id u a l s w it h a s i m i l a r p a s s ion to s e e

a n d e at t hei r w a y a r ou n d t he w orld.

It was time to send Connectable out into the world without my supervision.

“ ”

p a g e 0 9 3


T he fo o d w a s s en s at ion a l b u t s e c on d a r y. T he

t r ue b e au t y of t he me a l c a me i n t he c ol le c t i n g of

8 i n d i v id u a l s a r ou n d a t a ble to br e a k br e a d , or

c h ap at i a s i t w er e. A f ter a r ou n d of c om pl i men t s

to t he c he f s s e ate d a mon g s t u s t he c on v er s at ion

b e g a n to f i n d de p t h . W h at s t a r te d a s f r ien d l y

b a n ter a mon g s t ac q u a i n t a n c e s q u ic k l y b e c a me

s ome t h i n g mor e. Wit h e ac h h a n d of u g a l i , w it h

e ac h s ip of w i ne, t he s e 8 p e ople b e g a n not on l y to

s p e a k t hei r m i n d s b u t to l i s ten w it h t hei r he a r t s.

T he w orld w e l i v e i n i s a w orld of i m me d i ate a n d

en d le s s i n for m at ion . It i s no lon g er ne c e s s a r y to

g at her to g e t her to c ol le c t i n for m at ion . Ho w e v er,

i t i s s t i l l t r ue t h at w hen w e s t a y lon g enou g h , a s

one m u s t o v er a me a l s u c h a s t h i s , w e b e g i n to not

on l y d i s s em i n ate f ac t s b u t d i s c u s s d i f fer en t w a y s

of i n ter pr e t i n g t ho s e f ac t s. W hen s e ate d at a t a ble

y ou c a n not s i m pl y i nt a k e i n for m at ion b u t i n s te a d

a r e for c e d to r e c on c i le t he i n for m at ion w it h y ou r

o w n b e l ie f s. You a r e t hen obl i g ate d to c on s ider t he

p er s p e c t i v e of ot her s w ho a r e p a r t ic ip at i n g i n t he

c on v er s at ion on l y to b e c om p e l le d to q ue s t ion , y e t

a g a i n , w h at t he i n for m at ion m a y me a n to y ou .

It i s t h r ou g h t he c r e at ion of c om m u n it y t h at w e

pr o g r e s s a s a s o c ie t y. W h i le w e l i v e i n a h y p er

c on ne c te d w orld w e a l s o l i v e i n a w orld w it h v er y

l i t t le c om m u n a l c on v er s at ion . We l i v e i n a w orld

w her e w e a r e r a r e l y c om p e l le d to c on s ider t he v ie w

p oi n t s of ot her s a s w e s t r u g g le to f i n d t he t i me to do

s o. We no lon g er h a v e s o c ie t a l nor m s t h at for c e u s

to s it to g e t her for g r ou p me a l s; S a bb at h or S u n d a y

d i n ner. T he d i n ner t a ble a s a g at her i n g pl ac e i s

p erh ap s a v e s t i g e of a n old w a y of l i v i n g a n d it m a y

b e t h at c u lt u r a l c on s t r u c t s s u c h a s C on ne c t a ble

P r oje c t a r e ou r s o c ie t ie s b e s t hop e for c on t i nu i n g

t he c on v er s at ion s t h at a l lo w u s to pr o g r e s s. W h at’s

for d i n ner ne x t Tue s d a y?

It is through the creation of community that we progress as a society. W hile we live in a hyper connected world, we also live in a world with very little communal conversation.

“ ”J AY H O U G A A R Da r t d i r e c t o r , L A

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c h a p t e r 0 5 I M P A C T

W h at a f u n n i g h t! I lo v e t r y i n g ne w fo o d — b u t e v en

at g r e at r e s t au r a n t s I don’t g e t t he le v e l of de t a i l

a b ou t w h at I’m e at i n g, t h at t he “C on ne c t a ble”

K en y a me a l g a v e u s. B ei n g a ble to r e a d t he menu

(a r t f u l l y d i s pl a y e d on e ac h of ou r pl ate s) b e for e

t r y i n g t he fo o d w a s q u ite a t r e at (a n d a l w a y s he lpf u l

for fol k s i n L A - w ho s e d ie t a r y pr e fer en c e s c a n b e a

m i ne f ie ld). A n d t he b e au t i f u l ac c om p a n y i n g b o ok

h a d e v en mor e i n for m at ion — a b ou t K en y a , w h at

t he n a me s of t he d i s he s me a n t a n d ho w t he r e c ip e s

c a me to b e. A n d to top i t a l l of f— t he fo o d w a s S O

G O OD. Ev er y one w en t b ac k for s e c on d a n d t h i r d

he lpi n g s , a n d le a r ne d a t h i n g or t w o on t he w a y.

My on l y c r it ic i s m w ou ld b e, i t m a de me a t a d s e l f-

r e f le c t i v e a b ou t ho w lu c k y ou r l i v e s a r e a n d ho w

d i f fer en t mo s t of t he w orld e at s , l i v e s a n d s t r u g g le s

to e x i s t. Wou ld b e i n ter e s t i n g (to me, at le a s t) i f

C on ne c t a ble h a d s ome w a y for fol k s e at i n g t he

d i n ner to g i v e b ac k . E it her s ome for m of c h a r it y

( x% of t he k it c o s t g o e s to a c h a r it y), or s ome d i r e c t

c on ne c t ion w it h K en y a (w h at e x ac t l y t h at w ou ld

b e, I don’t r e a l l y k no w) s o fol k s fe e l l i k e t he y a r e

not on l y e at i n g a n d le a r n i n g, b u t a l s o he lpi n g ou r

w orld ( b e y on d c on ne c t i n g w it h g r e at f r ien d s o v er

a y u m m y me a l).

Everyone went back for second and third helpings, and learned a thing or two along the way.

“ ”T I M O T H Y C A M P B E L L

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T h a n k s s o m u c h for t he opp or t u n it y to e x p er ien c e

y ou r pr o c e s s , a n d t a len t. A s a s e l f-pr o c l a i me d

‘v e g g ie fo o d ie’, w ho do e s not c o ok , I c a n e a s i l y t h at

I w a s b e y on d s at i ate d , s at i s f ie d a n d f u l f i l le d i n

s o m a n y w a y s! T he ide a , t he g r aph ic pr o w e s s a n d

c on s ider at ion , t he c u i s i ne w a s a l l to d ie for. I w a s

s it t i n g t her e w i s h i n g t h at e v er y one of m y f r ien d s

c ou ld h a v e w it ne s s e d a n d p a r t a k e d. Pa r to ok en?

Pa r t a k en? D e l ic iou s r e g ion a l c u i s i ne I’v e ne v er

t a s te d b e for e...a n d de l ic iou s c om p a n y to l au g h

w it h . I on l y lo ok e d at m y I n s t a g r a m fe e d on c e.

O n l y b e c au s e I w a s n’t i n d u l g i n g i n w i ne a n d ne e de d

a q u ic k s o c i a l c r u t c h b e for e b ei n g hu m i l i ate d at a

c r a f t y g a me of d ic e. D ie? D ie, i n de e d I d id. He a v en

t her e I w en t! B e t ter t h a n Fac e b o ok !

Delicious regional cuisine I’ve never tasted before and delicious company to laugh with...I only looked at my Instagram feed once. Only because I wasn’t indulging in wine and needed a quick social crutch...better than Facebook!

“ ”D A R R I N N O B L E

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W h i le Con necta ble hopes for a less dig ita l ly su b-

merged societ y, there’s no need to ig nore the g reat

sources for promotion, shar in g and con nection th at

are directly at our fin ger tips—especia l ly when they

help promote the cause and spread the word as far and

as q uick ly as possi ble.

SOCI A L M E DI A

f a c e b o o k .c o m /c o n n e c t a b l e p r o j e c t

# c o n n e c t a b l e # c o n n e c t a b l e p r o j e c t o n I n s t a g r a m

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Fol low in g the Con necta ble din ner hosted in L A ,

one of the most constr uctive com ments I received

was from Timothy Campbel l. He spoke to the fact

th at, perh aps Con necta ble cou ld prov ide a way for

Con necta ble mem bers to g ive someth in g back to the

cu lt ure they were ex per iencin g.

T he first organ ization I thought to par tner w ith was

Outreach Inter n ation a l, a non-profit based around

the idea of sustain a ble good. T heir m ission: we be-

lieve in lon g-ter m investments th at br in g a bout sus-

tain a ble solutions and lon g-lastin g ch an ge for the

bet ter. A for mer col lege professor of m ine is now the

president of th is organ ization and I feel a fr uit f u l

par tnersh ip cou ld g row w ith a few conversations and

brainstor m in g sessions.

PA R TN E R S H I P

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06

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THANK YOUt o a l l o f t h e c o o k s i n t h i s k i t c h e n

C H A P T E R S I X

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Than k you first, most and always to my parents, David and Carolyn Brock: for your hours

of editing help, ongoing encouragement and positive energ y sent from afar. You are my

favorite people in the world and I feel luck y to call you mine.

Dara Wein berg, Joel Hawk ins and Emily Shields: than k you for your amazing

encouragement, the hours spent talk ing me off of (small) ledges, and your overall love

and awesomeness. I can’t imag ine the last four, or the nex t for t y years without you.

To my amazing classmates and wonder f ul fellow Connectable hosts, Cammie Jen k ins,

Dara Wein berg, Eric Lo, Kelsey Mezzenga, Christina Connolly and Joseph Fahmy: than k

you for bring ing this project to life and for g iving me reason to believe it could be g reat.

To my other unforget table favorites, Kelsey Mezzenga, Brie Hat tey and Mat t Belmont—

than k you for allowing me to share hundreds of hugs, beers, tears, sunsets, laughs, and

loves with you—I love you like crazy. The world is more enjoyable with you by my side.

Last, and far from least, than k you to my amazing thesis instr uctors for helping me

through the hardest times of this journey and for always pushing me to keep clim bing up

the hill; Phil Ham let t, Michele Ronsen, Michael K ilgore. This wouldn’t have happened

without you.

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© 2013 A l l r ights reser ved. No pa r t of th is pu blication

ca n be reproduced w ithout the ex press per m ission of

Em i ly Brock.

C O N N E C T A B L E

C O N T A C T : E m i l y B r o c k

E M A I L : e m i l y . b r o c k 5 @ g m a i l . c o m

T E L E P H O N E : 8 1 6 . 9 7 7 . 9 3 7 1

W E B S I T E : e m i l y b r o c k d e s i g n . c o m

G r a p h i c D e s i g n M F A T h e s i s

A c a d e m y o f A r t U n i v e r s i t y

S a n F r a n c i s c o , C A

F U R T H E R I N F O R M A T I O N : w w w . t h e c o n n e c t a b l e p r o j e c t . c o m

M O R E W O R K B Y E M I L Y B R O C K : e m i l y b r o c k d e s i g n . c o m

P R I N T I N G : G r a p h i c I m a g e r y , S o u t h S a n F r a n c i s c o

P A P E R : F i n c h 1 0 0 l b . t e x t

B I N D I N G : S e l f - b o u n d

A D V I S O R S : P h i l H a m l e t t , H u n t e r W i m m e r , M i c h e l e

R o n s e n , M i c h a e l K i l g o r e

S O F T W A R E : A d o b e C r e a t i v e S u i t e

P H O T O G R A P H Y : E m i l y B r o c k , B r i e H a t t e y

T Y P E F A C E S : V e r l a g , F i l o s o p h i a

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