Brand it! A Greek-Dutch MeetUp for experience transfer in creative branding and packaging design

Transcription

1 presents Brand it! A Greek-Dutch MeetUp for experience transfer in creative branding and packaging 26/2-1/3/2015 NL info session #1 // 02 December 2014

2 The Creativity Platform team is a non-profit, collective scheme, seeking to function as an interdisciplinary platform of exchanging ideas, actions, research and appliances related to the creative capital and the creative economy in the city of Thessaloniki as well as in the general Greek area. What is Creativity Platform? Creativity Platform aims to: Function as a scientific and research observatory, by focusing on the mapping of the creative economy and the assessment of its dynamics and prospects. Establish a dialogue forum on the cooperative planning of an integrated cultural- and creative- economy strategy, by activating everyone involved: artists, institutions, agencies, production structure and intermediates. Function as a networking and collaboration platform, both for the enhancement of the local creative community identity, as well as for its outreach, by connecting the community with creative economy poles from other countries. Develop and evolve supporting tools, as well as tools of ongoing training and information of the creative community, on issues related to its empowerment and financial viability.

3 Where is Thessaloniki?

4 The city of Thessaloniki is the second biggest city of Greece and lies on the north of the country. Apart from an economic centre that serves the whole Balkan area, Thessaloniki is also a cultural and creative meeting point for the southeastern Europe and the eastern Mediterranean. The city has been acclaimed European Capital of Culture in 1997 and this year, 2014, Thessaloniki has hosted the European Youth Capital institution. These two honours for the city represent also two of its promising financial engines; that of creative and cultural sector and the other of young entrepreneurialism. What about Thessaloniki? Apart from its youthful and creative identity, Thessaloniki is also the centre of agricultural economy for the whole region. The production model of the periphery of the city is highly specialized in the agricultural sector. Production units such as animal husbandry units, fruit, vegetable and grain crops as well as fish farming can be found within a radius of at least 100 kilometres. Moreover, the processing units related to the local production are also sited within this area. Lately, there has also been a strong grassroots movement in this area which aims to bring the products from the producer directly to the consumer, without intermediates. This movement has been born in this region and is now expanding in the whole country. Urban farming is also a growing activity in the city, yet to be supported and highlighted more from the local institutions. According to these facts, it seems that Thessaloniki should be characterised by this regional identity and that the local urban community should play an important role on this production. However, this is not strongly the case. Despite those two strong production models that Thessaloniki presents (the creative and the agricultural) there seems to be almost no linkage among them. While there is a strong, talented and highly competitive human capital in various fields of design (product, graphic, industrial, service) on the one hand, and a young, dynamic, well-educated and innovative population that works in agriculture on the other hand, there is almost no entrepreneurial interaction among the creatives and the people of the agricultural sector. However, we do see a huge potential for collaboration among the two sectors and we aim in the establishment of a cluster specialized in agricultural packaging design.

5 AgroDesign is an initiative/umbrella-project which aims at bringing on the same table of discussion and activities the creative capital of Thessaloniki and the agricultural and manufacturing activities related to food production of the region. Our final goal is to create a cluster based in Thessaloniki, where the creative and agricultural sectors will collaborate and develop innovative and extroverted services, applications and products. Actions/Steps: What is AgroDesign? Platform creation/development Participation at AGROTICA 2014 link Presentation at MMCA (15/03/2014) link Presentation at 3 rd BEHANCE MEETING link Participation at DETROP 2015 with Brand it!

6 The digital platform agro-design.net The AgroDesign digital platform is a tool through which creative professionals present commissioned projects for clients from the agro-food sector. Similarly, professionals from the agricultural sector can use the platform in order to learn more about the participating creative offices, study their work and choose their partner. Through this matchmaking they can work together on developing important aspects, such as the branding & marketing strategy design, packaging design, communication and promotion of the agro-food company.

7 During Agrotica 2014 nine creative agencies and creative professionals from the dynamic local design scene had been featured in our expo booth. The creatives presented 40 samples of their work related to agro-food packaging design. They also had the chance to network and develop partnerships with the representatives of the sector. There was a great interest on behalf of the expo participants and visitors on issues related to branding, corporate identity design and packaging design. There was a major interest in providing solutions for products such as olive oil, fruits and vegetables, herbs, wine, honey etc. Agrotica 2014 Our participation at Agrotica 2014 in numbers:

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10 Brand it! action is the outcome of the Exploring Opportunities for Internationalization in Thessaloniki program, by the Dutch Stimuleringsfonds Creatieve Industrie institution. What is Brand it! This sub-program of AgroDesign will allow the transnational cooperation between Amsterdam and Thessaloniki in order to fill in the gap of collaboration among creatives and the agro-food sector in both countries. The event will be implemented in cooperation with Creativity Platform (Thessaloniki, GR), Pakhuis De Zwijger (Amsterdam, NL), TIF-Helexpo (Thessaloniki, GR) and Cocomat (International), in the end of February 2015 during Detrop & Oenos 2015 expo (26/2 01/3/2015) The event participants are representatives of the agrofood packaging and branding design sector from the Netherlands and Greece. The goal is to facilitate the exchange of good-practice cases and know-how.

11 Brand it! includes: Product exhibition that have been designed from Greek and Dutch designers Seminars and Know-How exchange sessions among the designers What is Brand it! Presentations of good-practice cases while highlighting the importance of design process for the agro-food producers and professionals. Dutch and Greek designers visiting selected manufacturing and processing units in Thessaloniki region. B2B meetings among designers and producers that have expressed their interest during the expo.

12 Detrop is the only Greek sectoral exhibition which represents the dynamics and extraversion of the local, qualitative agro-food production. It is a biannual event, taking place at Thessaloniki International Fair, parallel to OENOS International Wine Expo. What is Detrop & Oenos This dynamic international exhibition is the centre for this particular sector in the whole Southern-Eastern Europe. It hosts producers, manufacturers, wholesalers, importers and representatives of food products, beverages and wine. The expo is addressed to professionals who wish to get informed about the current developments, innovative products, to renew their contacts and develop partnerships with companies from Greece and abroad. The expo invites and hosts selected Hosted Buyers from Europe, USA, Russia and the Balkans and sets the basis for a specialized B2B exhibition.

13 Info Kiosk B2B meetings The Brand it! activities Networking Brand it! Exhibition Workshop / seminars Creative walk

14 DETROP PAVILLION CITY EVENTS Suggested program: DAY #1 26/ Info Desk Preparatory activity for "Meet your Designer" Dutch guests arrival (13.30) Workshop - booking Light Meal appointments Creative Walk

15 DETROP PAVILLION CITY EVENTS Seminars / round tables Suggested program: DAY #2 27/ Break / light lunch Free city walks Seminars / round tables Free night

16 DETROP PAVILLION CITY EVENTS Seminars / round tables Suggested program: DAY #3 28/ Break / light lunch Free city walks "Meet your Designer" Workshop Dinner all together

17 DETROP PAVILLION CITY EVENTS Suggested program: DAY #4 01/ B2B visit to Agro-Food Company Light Lunch Airport Info Desk

18 Day #2 Morning: The life circle of the cooperation between creatives and producers/clients co-creation session on mapping the briefing process, the information flow, design and branding AgroDesign Toolkit Suggested seminar themes Brand it! Day#2 Evening: AgroDesign Website Platform - co-creation session on realizing the functional attributes of the AgroDesign Platform Day #3 Morning: The Community Way - seminar/discussion with local urban farming initiatives and the role of design and creativity in this approach Additional topics of interest: - Exports and the role of design and branding - The importance of story-telling in branding - ISO in agro-food packaging - Active and intelligent packaging -? The program and topics are likely to change due to the co-creation process with the participants.

19 The Meet your Designer session A matchmaking session between creatives and potential clients. Steps: Meet your Designer 1. Co-Design of a briefing form to be shared with the potential clients during Detrop, before the expo. (online questionnaire to the participating creatives) 2. Day #1 and Day #2 at Detrop: expo hosts will be collecting info of potential clients, sharing briefing forms and booking appointments for Day #3. 3. Day #3: In the afternoon/evening Dutch and Greek creatives will meet potential clients and will engage in an initial consultation design process

20 The expo booth Brand it! is the main physical space where the activities described before will take place. It will be the meeting point for the Dutch and Greek participants, as well as the info point for the expo participants and visitors who wish to research further the potential of incorporating design into their production, distribution and promotion processes. Brand it! expo booth design During the expo there will be a constant presence of CP s volunteers, who will be distributing the info package. The interested parties will be able to participate in a specially designed screening test that will classify them in categories relevant to their current needs and according to their entrepreneurial maturity and budget. Our aim is to present topics and themes highly relevant and interesting for the audience of Detrop. The concept for the expo booth is based in the use of a sustainable construction material with the potential for flexibility and repeat of structures: the carton box. There is also the symbolic relation of the carton box with that of packaging. The carton box is something that can be easily found, in low cost and big quantities. The uses that should be facilitated in the expo booth are: - Information for the AgroDesign project - Exhibition space - Co-working space for the designers - Seminars and Presentations space - B2B meetings space

21 Examples of material and graphic applications

22 Info Kiosk Exhibition Workshop B2B meetings Indicative booth dimensions 5m x 10 m

23 Space layout for workshop purposes

24 Space layout for B2B meetings

25 Pavilion aspect

26 Pavilion aspect

27 Pavilion aspect

28 In order to cover the functional needs of the project, an overall area of 50 m 2 is recommended. The drawings present an indicative layout for a space of 5x10 m. The typology of the booth that is presented in the design is open from either two or three sides. In any case, the design can be adjusted to a difference typology or other space dimensions. It is necessary for the booth to have electricity power. The mobile equipment includes: Booth technical characteristics Brand it! - Inlay flooring and stands construction - Carton constructions - Ceiling lighting (possible guides construction) - 1 screen full HD 50-4 tables of 60x120 cm - 10 stools - Bean bags and pillows - Banner and graphic applications The procurement and production cost of the above elements without the renting and electricity costs- is estimated at 2300 euros.

29 When: Detrop & Oenos Expo 26 February 1 March 2015 Where: Thessaloniki, Greece Sum-up Logistics Covered Costs: Flight tickets arrival: Thu 26 th afternoon departure: Sun 1 st afternoon Accommodation Expo Registration Some Meals Amount of participants from the NL: 10 Amount of products/designs/etc to bring along: 3 per participant

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31 For questions/suggestions/remarks/etc please feel free to contact me at