This project explored the utilisation of empathy in communication design and how it can be established and fostered. We were charged with selecting a subculture to research and gathered information regarding storytelling, values and ways to connect with our audience.
My chosen subculture is the Maker Movement, which I researched in detail, and henceforth created a comprehensive campaign to communicate the values, objectives and stories associated with the culture to other Makers in Melbourne.
The strategy is called the Melbourne Maker Movement and features;
A series of posters showcasing individual makers as well as promoting the audience to join the movement through a website. Shows the story of individual makers, why they love to make, who they are, what they do, etc. Emotional pull of human connection as a way to communicate narratives as well as values of the movement and a call to action of the audience.
Maker Cafe: Would feature artefacts and artisan features made by members of the Movement for sale and viewing, way to penetrate and assimilate into the broader Melbourne culture through coming together in a space and provoking conversation and reverence. Maker boxes would be available here for sale as well as the space being used for related events.
Flagship Maker Space: A place for all the values of the movement to thrive as well as narratives to be shared and new ones created. Workshops, talks and all maker events would feature here and ideally be located centrally and quite conspicuously to elicit new potential contributors.
The Melbourne Maker Currency allows the trading of maker goods on Maker website through profiles, at Maker Markets and Maker Spaces based on creator and exchanger determined worth, not local currency. With this in mind, I have created a loose framework where each item up for trading can be categorised within four categories. This is designed to assist Makers in segmenting their wares and simplify finding a suitable item to trade with their own item. Trades can occur across categories (there are no set rules), as the point is to give the Maker community a sense of empowerment, where they are able to share and trade independently of the general public. They may henceforth gain a level of understanding and respect for other makers’ work, the time and effort as well as skill that goes into creating it.
A website, application, Instagram, Twitter, Facebook, etc. Allows for widespread transfer of knowledge, values and information about events and fellow makers, retain relevance to target market and expectations of Melbournians in 2015.