PROJECT RE‐KENNEDY TIMELINE
November 23rd, 2013

Download the .pdf version of the timeline here.




PRELIMINARY PLANNING - 5 WEEKS

1. Web Analysis
Examinging the current website's structure and visual aesthetics
2. System Mapping
Restructuring the website's navigation and page connection system
3. Imagery/Content Collecting
Gathering images and copywriting for the website 4. Style Development
Coming up with the overall rebrand for the Kennedy BIA
5. Wirerames
Designing the layouts and positioning for the main pages of the website
6. Visual Compositions
Redefining the wireframes with colour and integrating style




CODING EXECUTION - 6 WEEKS

1. Prototypes 1 (Wireframes)
Transferring the wireframes into functional website
2. Prototype 2 (Visual Compositions)
Transferring visual compositions into functional website
3. User testing #1
Reviewing prototype 2 by getting users to test the website
4. Prototype 3 (Final)
Integrating style, images and content into functional website
5. User testing #2
Final prototype 3 user testing




VIDEO & BRAND EXTENSION - 3 WEEKS

1. Storyboarding
Planning out clip by clip and what to shoot
2. Filming
On site filming
3. Film Editing
Editing footage and piecing it together
4. Implementation
Implementing video into website
5. Brand Extension
Projection of brand in reality


FINAL STAGE - 2 WEEKS

1. Grace Period
Catching up with unfinished work
2. Project Packaging
Framing, documenting and putting everything together
3. Presentation (Final Deadline)







PROJECT RE‐KENNEDY (ROUGH) TIMELINE
November 23rd, 2013

I created a rough timeline using Google Calendar for Project Re-Kennedy. You will be able to map out how long the process will take and how each stage is mapped out.

Click on the image to launch the calendar or simply follow this link: Project Re-Kennedy Google Calendar.



PROJECT RE‐KENNEDY
November 12th, 2013

Project Re-Kennedy will repurpose and redesign the Kennedy BIA for an improved identity and online presence that will provide communal opportunities and commerce benefits for both the business owners and customers.

Click on the icons below to download the Design Proposal or Keynote Presentation.






KEYNOTE PRESENTATION NOTES
October 15th, 2013

Click here or on the image to view my keynote presentation notes.

Clicking on these links will lead to an online Google document.






DESIGN PROPOSAL RAW ESSAY
October 11th, 2013

Click here or on the image to view the raw essay of the design proposal (plain text) before it was transformed into a designed document.

Clicking on these links will lead to an online Google document.







DESIGN PROPOSAL NOTES
October 29th, 2013

I was still in the struggle to create a realistic and feasible idea for my design proposal. I wanted to direct my solutions for both the business owners and the customers/residents.

I have finally decided to work within the Scarborough Junction / Kennedy Park. Scarborough has long been targeted as a "ghetto area" and is often disconnected from Toronto. With this stigma, the community and neighbourhood will soon be a destination to gentrification. After selecting my area of focus, I went online to research for business related sites and came across the Kennedy BIA.

Much to my dismay the site was very poorly structured and outdated. It was difficult to navigate, filled with illegible content and hard to retrieve any type of information and data. It surfaced as a pleading sign of help and I have decided to include this in my design solution journey. I want to redesign the image of Kennedy BIA and their website as a part of my design proposal.

However, I still wanted to branch out and help create solutions for business owners to facelift their stores sustainably and create events to attract customers to the stores. With the help of my professor, I have concluded my struggle to redesign Kennedy BIA that will also reach out to both of these options within their website.





CONCEPT A: FACELIFT TREND GUIDE
October 27th, 2013

Candy Chang is an innovative and passionate artist who explores the power of public space and is known for her public art, civic engagement, and introspection.

One of her projects involved street vending and the accessibility of city regulations in New York, where she created an infographic Street Vendor Guide which was distributed to vendors in the city. The guide was very well executed, informative, easy to understand and nicely designed.

For my design proposal, I could create a guide that will help business owners understand what they can do to their storefronts and interiors to attract more customers and keep up to date with gentrifying processes. The guide will cover how to sustainably facelift your business without spending too much and recycling items that already exist. It can go into detail about how important it is to maintain clean spaces and restrooms. It can also focus on what would the middle-class and lower-class customers want and how to find a common ground design that will satisfy both classes.

If this was a guide that can be distributed semi-annually or annually, it can include current trends that are hot during that season. For example, certain colours, typefaces and styles that would help with the rebranding of the business. All these changes can help businesses and it can tell them why they should or what these changes could do for them.





CONCEPT B: RED LIFT PROJECT
October 27th, 2013

In the past summer, Molson Canadian launched the Molson Canadian Red Leaf Project where they hosted 100 nationwide park projects to gather volunteers to make the community cleaner and better. The volunteers were then reimbursed with tickets to a local upcoming concert in their city.

The concept of this campaign attracted my attention because it brings together people within the community while helping the environment, and in the end they can continue their bonding at the music festivals.

So I started thinking, how can this concept be translated into my design proposal. How can I create a platform that will unite volunteers and send them to areas in Toronto to help facelift different stores/shops. Hypothetically, this motion would be a lot more welcoming than big box companies moving into the neighbourhood and squeezing the smaller boutiques out.

Can this platform be registered online, just like the Red Leaf Project, and invite volunteers to sign up and have them reimbursed with a partnered product?





CONCEPT C: GENTRITOUR
October 27th, 2013

During my production of my visual essay video, I learned that not many people knew what gentrification was. In regards to this issue, I believe it is important that there is more advocacy around this subject matter. Could there be a way for more people to become more aware and involved with gentrification?

That's when I remembered that for businesses to succeed they will need more customers to come to their area. I recall coming across an article I read during my research, where the author talks about being able to get a cheap bowl of Vietnamese pho in Ossington, before the restaurant closed up due to gentrification.

So I started thinking again, students and other low-income residents like me love shopping and eating at cheap places but we never know where to go. It's places like Ossington and the Junction (areas targeted of gentrification) that are home to these stores and restaurants.

Could there be a map, an app or some sort of tool that can gather a list of cheap places to eat/shop for us to access? Can it be a guide for us to go to these businesses which in return will help them from being relocated because of gentrification? Parkdale Village's BIA website has a great example of archiving different services and businesses within the area and displaying it as a directory and map.



DEFINING MY TARGET AUDIENCE
October 21st, 2013

Since I have decided to concentrate on the business aspect of gentrification, there will be three divisions of people within my target audience.

The first division is the business owners. It will be their shops and stores that will receive recognition which is why they will have the most involvement.

The second division is the customers. These customers will include both the higher income and lower income, along with other guests which may come from outside of town.

Finally we have the third division, which are the residents living in the same neighbourhood. Any changes should still appeal to them, as they should have a say in decisions to reflect and represent their community (just like the Q Loft construction in Parkdale).





WHERE TO NEXT?
October 20th, 2013

The first stage is over, and for some (like me) it was the hardest phase to complete. But now that we've completed a large sum of our research and have narrowed down our topic to its core, we are moving into the next chapter: the design proposal.

I have concluded that Parkdale is definitely a hotspot for gentrification, but the process has been active for a long period of time and therefore shouldn't be a neighbourhood to further study. It is however, becoming a great model for sustainable gentrification.

I will focus on proposing a design solution to an area that lacks attention and hasn't been gentrified or fully developed. I looked into different communities in Toronto and came across an interactive map where you can explore which part of Toronto has the most working poor.

I was also linked to another infographic map that showed the racial distribution and visible minorities in Toronto, created by Jeff Clark. I could use this data to correlate income, race and location as it will also help me with defining my target audience.

From the above maps, I will decide between the following areas (in no particular order):

1. Regent Park
2. Moss Park
3. Jane and Finch
4. Corktown
5. Flemingdon Park
6. Lawrence Heights
7. Morningside
8. Eglinton East
9. Scarborough Junction
10. Oakridge