Brief:
MBDC is a global sustainability consulting and product certification firm founded in 1995 by world-renowned architect William McDonough and chemist Dr. Michael Braungart. MBDC consults clients on leaving a "positive footprint" on the planet by implementing the Cradle to Cradle Framework. MBDC works with innovative clients within various sectors and industries, to spur creativity, differentiate their brands and recognize their market leadership, attract and retain customers, enhance competitive advantage, and reduce long-term risks.
Problem:
Some brands of school pencils, color pencils, cardboard, notebooks, copy paper, and filler paper come directly from rain forests in Indonesia, temperate Boreal forests in Canada, and other sensitive ecosystems. Many companies making these products are destroying ancient forests and the livelihoods of local communities.
Objective:
MBDC created the Cradle to Cradle Certified program to help school supplies companies measure their progress and communicate their accomplishments. MBDC could work with companies to evaluate their products and guide them through the process. Cradle to Cradle certification program assesses a school product's safety to children and the environment and design for future life cycles.
Target Market:
Paper Mate
Five Star
Mead
Ticonderoga
RoseArt
Faber-Castell
Prismacolor
Photo Research:
Ophelia – your understanding of your audience, and how MBDC could help them is great. Well done. The next part of this will include what you are thinking your design approach will be? What type of photos? Colors? Fonts? That’s the next step in preparing your Design Brief.
ReplyDeleteMeanwhile – I want to encourage you to include photos of children in school, working with these items. The backpack full of items is great… but I’m wondering why we don’t see it being worn by a young student?
Hi Ophelia, I like that you're trying to raise awareness about sensitive ecosystems, and I agree with you, these companies need to be more aware of how their products are affecting these sensitive ecosystems areas such as Indonesia. My only question is, within the companies listed about as your target audience who are you trying to present this information too? CEO or the manufactures, or Production, or just the companies in general?
ReplyDeleteOphelia,
ReplyDeleteYour idea for safer school supplies as well as helping fragile ecosystems around the world is good. These school supplies you list definitely need the resources that are in the ecosystems you mentioned. Maybe you could do some more research on how MBDC's Cradle to Cradle project will help these companies and the forests in danger besides just making them certified with their company. What specifically could be gained from having MBDC work with this company? Could it make the products less pollutant? Lessen/eliminate the damages done to these historical forests?
I believe its A good approach Ophelia! It sounds like MBDC "Cradle to Cradle" should implement minerals from used materials that arnt organic to stabilize Earths environment.The question is what would the weekly timeframe to manufacture differnt school products?
ReplyDeletewe can imagine how many forests are destroyed around the world just because of school supplies or office supplies and also how much we all are wasting these things without thinking about recycling them...
ReplyDeleteyou have a good target audience...