SQUARE ONE
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Parsons The New School for Design Design and Management BBA Program Research and Development Advanced Methods Associate Professor in Design Strategies: Robert Rabinovitz Students: Ray Chen, Joy Kim, Jaeyun Kim, Melanie Gayeon Yu
Introduction Meet Our Team
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RAY CHEN
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JOY KIM
Creative Director
Marketing Strategy Director
JAE KIM
MELANIE YU
Research Analyst
Project Director
Introduction About imprint
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ABOUT IMPRINT Imprint Consulting Group is a full service lifestyle consulting firm
with offices in New York, Chicago and Los Angeles. Founded in 2012 by Ray Chen, Joy Kim, Jaeyun Kim and Melanie Yu, Imprint strives to provide sustainable, innovative solutions that have the ability to alter social good, social media and social impact.
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Introduction Logo: Final: Company
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Introduction Design Process: Final
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Identify a problem that affects social good, social impact and social media.
Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.
Implementation is the process in which we deliver our service from the project stage into our consumer’s lives. Through branding, packaging and marketing, we strive to deliver appropriate and tangible strategies that create growth in business and market desirability through multiple touch points.
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Ideating is the process for generating new product and service concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services.
Introduction
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IDENTIFY Identify a problem that affects social good, social
impact and social media.
In order to understand the various problems surrounding social media, social impact and social good, it was crucial to comprehend the problems that played an impact on society and culture. Through individual and group brainstorms and sketches, we focused on social and political issues in current society, such as technology, gender roles and animal rights and ethics. Consistent research showed a great need of finding a solution for creating awareness on animal rights and ethics, which was our final topic.
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Brainstorm: Initial
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Imprint team did initial brainstorms based on major social and political issues in current society.
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Brainstorm: Food Production
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Brainstorming based on food production industry in the US.
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Problem Statement
PROBLEM STATEMENT The days where humans lived primarily on scavenging and hunting for their foods are long gone. The earliest humans specialized in creating tools such as fishing nets, hooks and arrows in order to sustain their lifestyle with the nutrients necessary to survive. Farmers would harvest their crop, providing themselves with a localized, healthy lifestyle. Fast forward through the popularization of the agricultural and industrial revolution and we see ourselves in a society where mass consumption and planned obsolescence is the core of our culture. From hormone injections, crowded living conditions and disease, factory farming has become the norm to the food industry. Factory farming is an attitude that disregards the treatment of animals and instead view them as commodities exploited for profits. This thinking has led to institutionalized animal cruelty, environmental and resource depletion and human and animal health risks. Large United States factory farms refuse to uphold USDA and OSHA standards leading to unsanitary conditions and violations regarding the treatment of animals. Animals are constantly enduring torture, abuse and mutilation without mercy from producers. We believe that there is an ethical solution to living a sustainable, cruelty free life. We strive to create public awareness that represents a community that does not tolerate factory farm abuse. Although organizations such as PETA and ASPCA have fought hard to create awareness to the public, they have gone unnoticed and have been ineffective. Therefore, there is a need to stop cruelty inflicted upon animals. Square One hopes to achieve that goal through innovative campagins, services and products.
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INVESTIGATE Investigation is gathering information through looking
at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.
After choosing animal rights and ethics as our final topic, we felt it was necessary to have an understanding on factory farming, animal rights and ethics as a whole, as well as how different cultures view the issue. We focused on religion, laws and norms within the industry of the Chinese, Indian, Jewish and American communities.
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Factory Farming: Overview
FACTORY FARMING : OVERVIEW Factory farming is an attitude that disregards the treatment of
animals and instead views them as commodities exploited for profits. The process of factory farming consists of raising livestock in confinement of high densities, where antibiotics and pesticides start the spread of disease. Although factory farming techniques differ from country to country, the debate over the benefits, risks and ethics of these animals stay the same. Factory farms typically hold large numbers of cows, pigs, turkeys or chickens that are raised indoors and in crowded living conditions. The goal of the organization is to produce as much meat, poultry, eggs or milk at the lowest possible cost in the shortest amount of time as possible. In order to achieve this, artificial methods, such as antimicrobial agents, vitamin supplements and growth hormones are used to maintain animal health and improve production.
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Culture Studies: USA: Overview
THE US: OVERVIEW The United States is a country with its own unique social and
cultural characteristics, which is made up of a large scale of ethnicity and races. Nevertheless, the cultural norms of mainstream Americans stays consistent within each race. The typical American is time conscious, treating it with the utmost importance, viewing time as money. They consider themselves individuals that have full control of their destiny. In the American mind, change is strongly advocated and linked to development, improvement, progress and growth. Americans are also often fascinated by new technology and gadgets. In fact, children ages 10-17 nearly all have access to modern technology. The enthusiasm for computers and the Internet runs deep, across all incomes, regions, races, political ideologies and most age groups. Only older Americans, 60+, seem uninterested in the technological world.
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Culture Studies: USA: Eating Habbit
THE US: EATING HABBIT Due to the American’s ever-growing need to succeed, they are
constantly on the go, opting for fast food that is not nutritious in any way, shape or form. America is considered one of the most obese countries, suffering from diabetes and chronic disease. Nearly a third of Americans are getting their calories from junk foods, being simultaneously overfed and malnourished. Recent studies have shown more evidence linking food choice and personal health and the American public is slowly coming to realize that their diets are linked to disease. Keeping this in mind, many Americans have started to understand that eating organic and local foods is the solution to living a healthy lifestyle.
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Introduction
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Ideate
IDEATE Ideating is the process for generating new product and service
concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services. By analyzing Chinese, Indian, Jewish and American cultures, we were able to see how cultural and societal drivers influence the way these communities look at animals and how they are treated. Through our cultural studies, we found that these countries treat animals the way they do because it has been implemented into their lifestyle. By finding this information, we understood that in order to create a sustainable, effective solution, it was imperative to acknowledge the cultural and societal norms of Americans.
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Square One: Mission Statement
MISSION STATEMENT Square One was created in 2012 by Imprint Consulting Group to
inform the public on issues involving animal ethics and cruelty. Initially starting as a campaign, Square One has grown into a resource destination, frequently teaming up with lifestyle and fashion companies to create awareness. Through multiple touch points, Square One is constantly searching for innovative and beneficial ways to reach out to the public.
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Square One: Background:NYC
NYC BACKGROUND Many New Yorkers are not natives and often move into the state
due to job, career or educational opportunities. The New York ‘state of mind’ entails that life is too short and it is imperative to achieve as much as possible without wasting time. Residents are able to juggle attending events, visiting the newest restaurant, lounge or club, while still working to get a promotion at work. New Yorkers are constantly on the go, often times resulting in an air of arrogance or rudeness. Because New Yorkers are constantly multitasking; sending emails while walking, talking on the phone or texting, they are highly reliant on technology, never seen without a Blackberry or iPhone in their hand. It is no surprise that stress is among the biggest symptoms of New Yorkers, with financial concerns being the source of it. Because of the rise in housing costs, along with health and transportation, New Yorkers are constantly looking to save money in any way they can, while still enjoying the luxuries the city has to offer.
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Ideate Square One: Background:NYC
NYC EATING HABITS N
ew York City is best known for the exposure to different cultures. Because of the major immigration entry into America, the city comprises of people of all different religions and races. Due to this melting pot, going out to eat is one of the most popular things to do in New York City. These cultural influences drive eating behaviors, as there is an option that caters to everyone’s dieting preference. New Yorkers love to think about where to eat and are constantly on the search for the newest restaurants that will satisfy their hunger for something new. Between January and September of 2010, New Yorkers made more than 10 million visits to over 10,000 restaurants.
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Square One: Case Studies
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CASE STUDIES
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Ideate Square One: Case Studies: Case Study 1: PETA
PETA: KFC KFC suppliers cram birds into huge waste-filled factories, breed and
drug them to grow so large that they can’t even walk, and often break their wings and legs. At slaughter, the birds’ throats are slit and they are dropped into tanks of scalding-hot water—often while they are still conscious. Roughly 1 billion chickens are killed each year for KFC. KFC lets frustrated factory-farm and slaughterhouse workers handle live birds, resulting in many of the animals being sadistically abused. Animal welfare organizations have asked KFC to take steps to eliminate these abuses, but KFC refuses to do so.
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Ideate Square One: Case Studies: Case Study 2: Chipotle
CHIPOTLE: “BACK TO THE START” C
hipotle launched a new campaign promoting its stance on sustainable farming in 2011 through the short animated film that depicts a farmer’s journey to sustainable farming. The film was directed by London-based Johnny Kelly and features a cover of the Coldplay song “The Scientist,” sung by music icon and family farm advocate Willie Nelson. The visually stunning 2 minutes film depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack was commissioned by Chipotle to emphasize the importance of developing a sustainable food system. Unlike most anti-factory farming advocate videos that are usually really hard to watch, Chipotle’s “Back to the Start” film handles slaughtering animals and the tough subject of today’s industrial farming reality in an upbeat, entertaining way without showing any gruesome dead animal pictures or slaughter horror stories, while getting the message across very clearly.
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Square One: Solution Statement
SOLUTION STATEMENT When creating a solution for animal ethics and rights, we
wanted to create a community for our audience that encouraged conversations between people of varying religions, lifestyles and preferences. In order to do so, it was essential to offer a place where an opportunity for constant dialogue was able to take place. Our target consumers are 20-35 years of age and rely heavily on technology and social media sites, such as Facebook, Twitter and Pintrest. By looking at the characteristics of our audience, we were able to find that the best solution would be to connect with them through social media and daily deal sites, such as Scoutmob, Gilt City and Living Social. Through the analysis of various case studies and demographics of daily deal sites, it was apparent that our consumers were given the freedom and option to make a change. By understanding the target audience of Scoutmob, Gilt City and Living Social, we were able to create benefits for our consumers without forcing our opinions and beliefs on them.
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Square One: How Does It Work?
HOW DOES IT WORK? Through research, we create Square One, a campaign that integrated
technology, benefits and freedom, while still creating awareness. We team up with local restaurants, lifestyle and hospitality companies that strive to maintain an cruelty free and sustainable way of life. We negotiate deals with these companies, where we can offer our users a discounted meals, clothes or hotel visits. We then take these deals to sites such as Scout Mob, Living Social and Gilt City. These daily deal sites post these benefits on their site, attracting our target consumer. In order to unlock these deals, consumers are required to visit the Square One website, watch a video that is either animated or live footage. Once using the deal at the restuarant, store or hotel, the worker will provide them with a kit that will contain more information on animal rights along with the background of the Square One campaign. In order to build communication within our users, we aim to create relationships between our campaign and our users at every touch point possible. Square One kits will also be available at all New York City farmers markets, flea markets and various other stores that support our cause.
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Ideate Square One: Partners: Living Social: Demographics
LIVINGSOCIAL LivingSocial caters to visitors that are 21-34 with a higher female
subscription. Most users have a college degree and the website has a higher percentage of users in the East Coast. LivingSocial’s visitors tend to be affluent and reliant in Internet usage. Additionally, their users are 49% more likely to make $150,000 more than the average American.
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Ideate Square One: Partners: Gilt City: Demographics
GILT CITY Gilt City caters to luxury lifestyle, designed to target a high-end
clientele. Shoppers on Gilt City are mostly 25-35 years old, with a high income in the six figures. The demographic consists of 400,000 New York users that do not have any dispensable time. Gilt understands that their largest audience lives a busy lifestyle and aims to make shopping a convenient pleasure.
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Ideate Square One: Partners: Scoutmob: Demographics
SCOUTMOB Scoutmob is an innovative approach to consumers and merchants
alike. Consumers do not have to commit upfront and can tap into a community that helps them discover their city. The traffic seen on Scoutmob’s website and application are predominantly 18-34 year olds that are college graduates with incomes of over $30,000. It is a niche deal site that caters to locals and is said to be used by ‘hipsters.’
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Square One: Target Consumer: Persona 1:Overview
PERSONA 1: EMILY Emily is a 25 year old recent graduate from NYU’s journalism
program. Although she graduated a year ago, she found it increasingly difficult to find a steady job in the industry. Instead, she decided to pursue her passion of both the food and journalism industry by creating her blog, ieatyoueat.blogspot.com. In order to keep her blog running, she is constantly looking for new restaurants that just opened along with rising food trends. Because she does not have a steady income, she is constantly on applications such as Living Social. LivingSocial is a great way for her to keep up with new restaurants coming out and she loves looking at their perks. She relies heavily on LivingSocial to get the best deals, since they usually offer 50% off. Whenever she goes to new restaurants, she loves dragging her friends along so they have the option to taste many different dishes.
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Square One: Target Consumer: Persona 2: Overview
PERSONA 2: CARA Cara is a 35 year old notorious for her old partying ways. During
her 20’s, she was the socialite everyone wished they could be. She would never be seen without her fabulous entourage at the hottest clubs and parties. In her late 20’s, she met her future husband, Drew, and decided to end her hard partying days. They got married when she was 31 and soon after, she gave birth to her daughter Hartley, now 3. When Hartley was born, Cara realized that although she had completely damaged her body through substance abuse, she would do anything to live a long, healthy lifestyle for her daughter and also give her daughter the nutrition that was necessary. She decided to start eating organically, supporting local farmers as well as cut out red meat and poultry after watching Food Inc. and Farm to Fridge. Because New York City is growing in vegan and vegetarian restaurants, she never has a problem choosing a place to eat, however she does find that eating this way has started to play an impact on her wallet. Gilt City really helps her to find all these healthy and affordable restaurants and gyms.
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Square One: Target Consumer: Persona 3: Overview
PERSONA 3: MICK Mick is a 22 year old student, finishing his last year at The Pratt
Institute in the photography department. He resides in Williamsburg, Brooklyn with three of his friends. He originally came from a small town in Oregon and moved to New York City in 2009 for college. His parents did not approve of his career in the arts, yet he decided to pursue his passion regardless, working part time jobs in order to cover his rent and other expenses. He currently works at Blue Bottle Coffee in Williamsburg as a barista, taking as many shifts as he can. When he gets free time, he loves to bike around the city, taking pictures of anything that inspires him. He loves to visit mom and pop cafes around his neighborhood and is constantly checking Scoutmob to find the best deal. Mick tries to save money in every way possible, from groceries, restaurants, drinks, books and photo material.
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Square One: Target Consumers: A Day of Life
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Square One: System Map
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Square One: Final Deliverable: Website: Home Page
Create Account
SQUARE ONE
ABOUT
DEALS
Sign In
STAY INFORMED
BLOG
*Watch the video to unlock deals
Recent Videos
Video
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My Life As a Chicken
Meet Your Meat
Intensive Daily Farming
Hidden Horrors
The life and death of a broiler chicken during 45 days.
See the inside of a modern pig farm to see how pork is produced.
See how Americans do daily farming on a massive scale.
Behind the scenes footage of factory farms and where your meat comes from.
CONTACT
Address: 2 West 13th Street, New York, NY, 10011
YOUR NAME
Phone: (212) - 767 - 8768
YOUR EMAIL ADDRESS
Email: info@squareone.com
YOUR MESSAGE
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Square One: Final Deliverable: Website: About Us
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Square One: Final Deliverable: Website: About Us
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Square One: Final Deliverable: Website: About Us
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Square One: Final Deliverable: Website: About Us
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Square One: Final Deliverable: Website: Deals
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Square One: Final Deliverable: Website: Stay Informed: Chicken
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Square One: Final Deliverable: Website: Stay Informed: Cow
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Square One: Final Deliverable: Website: Stay Informed: Pig
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Square One: Final Deliverables: Website: Mockups
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Square One: Final Deliverables: Website: Mockups
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Square One: Final Deliverables: Kit
KIT W
hen customers get their deals from restaurants, gyms or other places, they will receive a kit. The kit will contain a campaign T-shirt, a canvas bag, stickers for kids, bracelets, brochures and recipe cards.
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Square One: Final Deliverables: Kit
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Square One: Future Goals: Short-term Goal
SHORT-TERM GOAL: 1 -3 YEARS I
n order to offer the most effective and innovative campaign, Square One will only focus on targeting New Yorkers that are 20-35 years old. Because of the sensitivity of the issue, we felt that it was more beneficial to truly understand our consumer and find a niche that would accept Square One’s campaign openly. New York is highly populated in residents that were not born and raised in the city, but rather residents who have moved from other states due to career goals. By creating awareness, we hope that it will create word of mouth to make penetration to new locations easier.
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Square One: Future Goals: Mid-term Goal
MID-TERM GOAL: 3-7 YEARS Through word of mouth and social media, we hope to expand
Square One’s campaign into other major cities in the United States, with the help of Imprint Consulting Group. To do so, we will dive deeper into cultural and societal norms of each city in order to understand what drives them. Additionally, we hope to create a stronger online presence through our website and application by creating a grading system for restaurants that our users have full access to. Each restaurant that has been graded by Square One will be given a QR Code that can be easily scanned through our mobile application. In addition, our website will have constant online support, where our representatives are available at any time to answer any questions.
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Square One: Future Goals: Long-term Goal
LONG-TERM GOAL: 7+ YEARS O
ur long term goal consists of entering new countries that have very little knowledge about the problem of animal cruelty and ethics. We will build trust within the community by partnering with animal friendly companies that can be viewed as a reliable source of information. Like we have done in the past, we will strive to learn as much about each country as possible, knowing the cultural and societal drivers to know how to best target them. After our initial research, we will start to look into incentives that can be made that would benefit each country, while making it a comfortable transition. Our website will grow to offer a variety of different languages, so our international users can access it as well.
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“
Never be Silent Speak up for Animals
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