Parc & Embarc

CAMPUS PARC VISITOR CAMPAIGNANDERSON | CASPER | DAUGHERTY DESIGN 5103 AU 2016

Kayla Anderson Shelby DaughertyJordan Casper

MEET THE TEAM

A stage of research on this topic was completed before our initial thinking. This stage made essential fi ndings that narrowed down the needs of the CampusParc brand. Such as:

• Make parking memorable

• Communicating to the customers

• Utilizing technology

• Creating a distinct identity

• Improving navigation

PROJECT BRIEFPre-search

PARKING ON CAMPUS

e� ciencycar2go

time

convenient

sustainability

students parking shuttle only

beautifi cation

zagster

cogo

TRANSPORTATION

mopeds people

bikes

skateboards

motorcycles

heelys

skates

cars

faculty

potholes

distance

incentives forcar pool? car pool pass?

cabs

money

vague

med-center

RESEARCH METHOD

Insights

Mind-Mapping

• Helped us think of all parking that already pertains to campus

• Identify opportunities

• Inspire us to move forward with more ideas

Insights• Technology: opportunity for interactive

media in garage

• Information: directions leading to and from garage to your destination

• Branding: a CampusParc campaign allowing them to fi t Ohio State’s brand, but still stay distinct

• Beautifi cation: murals of friendly messaging, way-fi nding signage that pops

KEY ASPECTS TRENDS FROM TO

technology

info / organization

branding / communication

beautifi cation

real-time communicationcurrent / future status of parking spaceslicense plate recognition

pay booths websiteLED signs

live updated techurgency of bank apps

interactive maps infographics fi lterssimplifi cation

paper maps info chart mapssignageo� ce help desk

customization - who to follow / hide / prioritize what you seeINTERACTIVE MAPS! hover featuresLondon underground map! simplifi cation

secondary color palettecoke! (varieties)variety overalldelta sky lounge

osu brandhangtagsBlue P - traditional

Fits OSU but distinctNew color paletteincentives

murals!green initiatives / plantsinfl uence of parks on a city! green = urbanbeauty can change our mood

outdoor landscapeconcretemesh-like cover

dangling lights!murals signage / fl oor identifi erupdateslighting plants

RESEARCH METHODFrom... To Exploration

• Through delight and technology we saw an opportunity for elements of fun in media in the parking garage

• Through branding and beautifi cation we saw an opportunity for creating a campaign geared towards visitors that have never been to campus

• Through information and technology we saw an opportunity for way-fi nding to and from parking garages

BEAUTIFICATION / DELIGHT

TECHNOLOGYBRANDING /COMMUNICATION

INFORMATION / ORGANIZATION

OPPORTUNITYOPPORTUNITY

OPPORTUNITYwebsite

o� ce help desk

garages / lots

emails / phone

landscaping / trees

hangtags / keycards

drivers / monitors

maps

signage

Insights

RESEARCH METHODOpportunity Map

concrete

Branding NavigationElements of Fun Information

RESEARCH METHODBest Practices

Insights• These wild ideas led us to work in the

direction of designing blue sky ideas for CampusParc to incorporate when they can

• This allowed us to think of elements of fun in parking

Free Range Chicken

Solar Panels

Water Distillery

game

drive-in

concert

garage sale

community space

tailgate

event spaceitaly rental party

Holiday Light show

rave cave

tango classes

elevator parking

aquariumpumpkins

sensor lights surface way fi ndingsensors

take personal photo

touristy valet

umbrella

Rooftop garden

RESEARCH METHODWild Ideas

underground classrooms

Direction Brand/Campaign

Peace of Mind

Delight

INTENT VISUAL

“To improve the CampusParc user experience by o� ering peace of mind through: clarity of clarity of claritycommunication, brand campaign, and delight of the experience.”

INTENT STATEMENT

O� er CampusParc users peace of mind throughout their parking experience.

Develop fl exible and temporary deliverables.

Create delight and a guided personal experience for visitors to campus.

Provide CampusParc with a yearly campaign to promote their brand.

DESIGN PRINCIPLES

PROPOSED DESIGN SOLUTIONSEarly Ideation

PROPOSED DESIGN SOLUTIONSGuidance

MO

TIO

N

Cam is visiting Ohio State’s campus for the fi rst time. She is considering attending school here in the upcoming fall semester. She lives two hours away from campus.

She is a bit nervous, but excited about her visit.

PROPOSED DESIGN SOLUTIONSPersona

PROPOSED DESIGN SOLUTIONSEarly User Journey Concepts

• By using a campaign called Parc & Embarc CampusParc is provided with a yearly marketing and branding opportunity. The campaign will serve as a stencil for CampusParc to use with multiple themes for an occasion of their choice. In addition, this program will express their partnership with the Ohio State University to potential parkers.

• The fi rst Parc & Embarc campaign will be directed towards students visiting Ohio State for orientation. This will be an introductory experience at the university. The theme will embody “peace of mind” in the visitor’s parking experience. As a result, their focus can be on their day at the university rather than having worries in the parking garage.

• Pelotonia, Life in Motion, Buckeyethon, and But For Ohio State are all examples of campaigns within or in partnership with Ohio State. These programs are successful in raising awareness of both organizations involved. The same mindset will be embodied with CampusParc’s Parc & Embarc Campaign.

PELOTONIA LIFE IN MOTION

BUT FOROHIO STATE

BUCKEYETHON

OHIO STATE’S CAMPAIGNS

DESIGN CONCEPT SKETCHES

Proxima Nova Bold | Light | Italic

CAMPAIGN:

• Peace of Mind• Calm• Welcoming• Bright• Reassuring• Friendly

PARC & EMBARC

MOOD BOARD

• A student’s introduction to campus should be recognizable and welcoming. These bright banners and bunting o� er a bright entrance and identifi able brand for this campaign.

OUTSIDE BANNERSFirst Touchpoint

OUTSIDE BANNERSFirst Touchpoint

• Upon entering the parking garage the visitor is greeted with polite signage. Rather than overwhelm the visitor with strictly directional signage, a message of “Welcome” and “Goodbye” adds a personality to the garage.

• These signs are created with vinyl and attached to appropriate locations making them easy to remove and replace for later purposes.

WELCOME & EXIT BANNERSSecond Touchpoint

WELCOME & EXIT BANNERSSecond Touchpoint

• In a continuation of a supportive personality, current bare areas of the garage will be refreshed with more examples of vinyl signage. Visitors will notice these messages throughout their journey especially in the form of large wall murals.

• The original language system was to be adorned with Buckeye Pride statements. Since then, the design changed to refl ect the campaign’s theme and support the visitor with encouraging language coming from one voice.

WALL MURALThird Touchpoint

WALL MURALThird Touchpoint

• In addition to vinyl signage, the campaign will use projections in selected areas to allow for personal touches and fl exibility. This projection supports the temporary campaign because of its easy personalization. Visitors during the campaign will be greeted with the message of “Welcome: New Buckeyes.” This message is pleasant to specifi c users and can be altered to welcome future drivers.

• This deliverable also allows the potential to show elements of motion in the garage. The message will occasionally animate to an additional new screen and perhaps give the driver a quick smile.

PROJECTIONSThird Touchpoint

• The driver will also be supported with navigational signage. Each fl oor is made identifi able by color coding and implemented forms of signage. This signage guides the visitor while still refl ecting the Peace of Mind campaign.

• Signage is also constructed to be temporary. A system of metallic and magnetic signs are arranged throughout each fl oor and placed on metal poles for easy tear down. The stairways are supported by vinyl signage identifying separate fl oors. These implementations will assist the visitor in navigating the garage and remembering their parking spot.

SIGNAGEFourth Touchpoint

SIGNAGEFourth Touchpoint

• The campaign also supports the visitor outside the garage. When exiting or leaving the stairwell, an interactive board is available for further support. The board acts primarily as a source of direction with an interactive map designed to familiarize the visitor with campus.

• The board also provides elements of fun by allowing individuals to take their photo, and share their places of visitation.

INTERACTIVE DIGITAL BOARDFifth Touchpoint


• When leaving the garage visitors are prompted to share where they are going today, populating the screen with a map and list of locations to visit. Once they select a destination the digital board can share the map to the user’s phone, directing them on their way.


• After the directions are sent to the user’s phone they are prompted to take a photo to remember their visit.


• With fun features like backgrounds and props that allow for users to incorporate personality into their photo.

CampusParc


• The user takes the image and the interactive board thanks them for stopping by. This interactive board has the capabilities to be sponsored as well.


• After exploring campus individuals are encouraged to share where they visited and see where others went as well.

STAIRWAY MURALSixth Touchpoint

• Friendly vinyl signage also continues throughout the stairwell. Each message speaks with an encouraging tone and reminds the visitor to enjoy the simplicities of their journey. This joy will allow others to see CampusParc in a new light as a caring and helping hand.

STAIRWAY MURALSixth Touchpoint

• The fi nal and fi rst steps of the campaign journey are created through email. CampusParc will reach out to visitors before and after their campus visit to provide them with all they may need to assist in their experience. The emails contain a personal message, directional video, captured images, and further assistance.

EMAILSeventh Touchpoint

THANK YOU

CAMPAIGN:

• Peace of Mind• Calm• Welcoming• Bright• Reassuring• Friendly

PARC & EMBARC

MOOD BOARD

PROJECT SUMMARY

TEAM MEMBER REFLECTIONS

ShelbyJordanKayla• Collaborating with CampusParc for the

Advanced Visual Communication Design Course gave me perspective on what it would be like to work with real world clients. Being able to come up with our own deliverables and organize them into a user journey allowed us to create our best work for a physical environment. It is challenging to appease the client and coordinate our e� orts as a group, but I feel we gave CampusParc many new ideas and opportunities to use in the future at their leisure. Our deliverables were adaptable and fl exible and in that case allows CampusParc to use them freely. Each group member put in ample e� ort to contribute to our fi nal deliverables and I feel confi dent that our team made something great. I am excited to share my experience with others about my partnership with CampusParc.

• The experience working with an organization like CampusParc has been a challenging and rewarding project. I have worked with groups on large scale projects in the past, but this assignment has truly tested my ability to communicate and productively interact with my group members. In addition, the conditions of our collaboration with CampusParc required us to think in a more responsible way by considering their limitations and requests. The challenge was exciting to solve through early research, multiple presentations, and phases of design ideation. Throughout the process the group faced some di� culties with di� ering concepts, but our best work came from in depth conversations and teamwork with each other. Together we were able to create a fi nal product that serves to comfort visitors at the Ohio State university. I am grateful for this experience and I hope that our ideas were truly helpful to the CampusParc organization.

• The CampusParc class brought many opportunities and challenges to our team. I am grateful to have a team that communicated so e� ectively. Shelby’s leadership was phenomenal, and Jordan made signifi cant contributions to the project as well. Being able to have so much control over the deliverables allowed us to truly push ourselves and make the best possible solutions. I am proud of the work our team did and I look forward to including the Peace of Mind campaign in my portfolio.

Parc & Embarc

Design

Transcript of Parc & Embarc