My process has included engagement with my target audience, relevant industry personal, classmates, and lecturers. The resulting feedback encouraged and affirmed my direction and execution while pushing me to take my concept further, consider different angles and consolidate my messaging.
When deciding on the design direction, I initially drew inspiration solely from European and American designers like Morag Myerscough and Brain Donnelly. Their colourful, joyful and energetic work monopolised my attention. With my project based in Africa, I realised I needed to research and explore Africa art, murals, pottery, fashion and fabrics, which proved brighter and bolder than anything I had seen to date.
LECTURER FEEDBACK & REFLECTION
My first tutorial with Ben brought to light a definitive structure missing from my brief. I used the process of crafting my mission statement to resolve this more concisely.
Lecturers Ben and Harriet raised concerns about aesthetics not being enough to uplift the African community. The research throughout this project shows evidence of community upliftment resulting from an improvement in the aesthetics of infrastructure within the community.
Both Ben and Harriet suggested building or adding infrastructure, which seems reasonable until you understand the workings of Africa, where building infrastructure is impractical due to the expense and probability of it getting stolen. The addition of lighting for security purposes isn’t feasible due to load shedding, vandalism and illegal connections. I realised the success of my project resides in its simplicity – community workshops painting infrastructure where people play sport to uplift and transform communities.
Harriet encouraged me to push my concept beyond a purely aesthetical execution and consider functionality. In response, I included the strategic paint executions of infrastructure that would have an aesthetic appeal and mimic sports infrastructure or serve as functional sports infrastructure.
“For artists, listening to feedback and making changes is important and necessary – this is your work, but it’s also for the community, so this context must be understood.” – Molly Dilworth
My final tutorial with Ben resulted in me restructuring my presentation from weekly reflections to a more compelling storytelling communication style. He also encouraged me to extend my project, which I iterated in theoretical project extensions in the brief.
TARGET AUDIENCE FEEDBACK & REFLECTION
Morag Myerscough’s work is successful, in part because she considers the needs of her audience (Myerscough, 2018). I informally presented my ideas, concept direction and mood boards to Ian Thompson from Too Much WIFI and two community leaders in the Langa and Khayelitsha townships. Too Much WIFI provides low cost and free WIFI to rural communities as part of an NGO initiative, and therefore have unique insight into my target audience.
All parties agreed my project would have a beneficial influence on the upliftment and transformation of communities and were eager to trail any of my proposed executions. I gained affirmation that both young and old responded positively to vibrant colours and patterns. Similar projects to paint murals onto walls near WIFI towers resulted in cleaner streets and a sense of community pride in that area.
The workshops would be very well received and could be used as a social currency by trading a good meal for a day of work to transform the community façade. The community leaders were particularly excited about involving teenagers in the painting and workshops to give them a sense of purpose and ownership (Thompson, Maghlunge and Maghashule, 2021).
I revisited my conversation with Ian Thompson to get his feedback on the final design executions. He loved the colour and vibrancy, which he thought fit the African aesthetic and encouraged a community to rally around local soccer days. He suggested I consider a form of social currency in exchange for the community youth to ensure the design executions’ upkeep (Thompson, 2021).
The final design executions were sent to my domestic worker whose children live in Khayelitsha. They were in awe of the bright colours and patterns and could not contain their enthusiasm. They wanted to go and visit the sites (Zuleka, 2021).
PEER FEEDBACK & REFLECTION
Initial feedback of my conceptual direction and mood-boards from classmates was positive and in line with my proposed outcomes.
The colour is so warm and welcoming and, most of all, fun for kids – Emma Richards, MA Student.
Our surroundings can have a significant impact on the way we feel. So this project would get kids and young adults excited and passionate about the sport while giving them a sense of belonging to something exciting and current. I foresee a significant impact on the community – Lou Ely, MA Student.
Feedback from my final design executions elicited the enthusiastic response I was hoping for.
I love this! I think it brings more joy in exploring the environment. It would also be a fantastic addition for kids and teenagers as it would make the environment feel friendlier and more welcoming – Nicky, MA Student
I like these Storm! Very bright, and I think the local artist angle is one to emphasise, community input is as vital as refurbishing the facilities as it gives the kids a sense of ownership over the project – Lori, MA Student
ADIDAS AFRICAN SPIRIT RENEWAL PRESENTATION