3rd International Forum of Design as a Process Politecno di Torino | Torino, Italia | November, 2011

Playing with Packaging

A Collaborative Design Experience between University and Company

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso PPG Design UNISINOS | Porto Alegre, BRASIL

ABSTRACT
The education of design has been studied by several researchers. Donald Schn, in the 1980s investigated teaching in architectural design disciplines and managed to advance in the processes of teaching / learning, proposing the theory of reflection-in-action. However, Universities in general are often displaced from social reality for its strong academic tradition. This study starts by the vision of the design driven innovation to reach a reflexion about how the relationship between University and Companies might play a important role in this process. To do so, we present a collaborative process between the UNISINOS Design School and Litocromart, a packaging graphic industry.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

Keywords: Innovation, Collaborative Design, University & Company

DESIGN DRIVEN INNOVATION AND ITS PROCESS

Design represents a new way to innovate inside companies. To do so, it is necessary reconsider its position: design must move for operational levels related to new product development to strategic levels, related to management of companies.

Operational level

Tactical level

Strategic level

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

DESIGN DRIVEN INNOVATION AND ITS PROCESS

This innovation process seeks to reconsider the general performance of companies in the market and society. The purpose of this process, usually, is the definition of new scenarios of competitive performance for companies. The ultimate goal is to identify a workable innovation path, allowing a coherent organization development in the future.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

BUT HOW COULD THIS WORK IN A UNIVERSITY?

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

BINO, PLAYING WITH PACKAGING

Litocromart sought Unisinos in 2009 to develop a totally new business, witch would take the company form a B2B business model to a B2C. The company was interested in develop a brand called BINO to sell paper toys, witch would be manufactured within the companys plant. In order to develop this project, Unisinos has been involving students from undergraduate and graduate courses. The project branched out into 4 cycles: undergraduate, internship, graduate, extracurricular workshop.
Unisinos Design School, Porto Alegre - BRAZIL

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

1st CICLE - UNDERGRADUATE

In the second semester of 2009, Litocromart was the client in the 2nd Design Class discipline. The discipline used the methodology proposed by Celaschi and Deserti (2007) The goal was to explore the paper toys theme, build some portfolio for the company and develop a brand for this new business. The students were arranged in 6 groups of 3 individuals and developed independently the stages of the design process. The students focused in different target groups and different contexts of use, building very diverse and original scenarios.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

For Build _ office + play

Aime Schneider, Juliana Coracini & Lusa Brocco

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

Playing gift _ card + packaged + present

Douglas Daitx, Fbio Willers & Bruna Luz

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

Touch _ game + story + visual impairments

Natasha Kulczynski, Isabela Boessio & Letcia Rodrigues

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

No Doubt Dice _ restaurants + game

Rodrigo Hartmann, Rafael Jungbluth & Cludio Alba

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

My Iber _ museum + souvenir

Nathalia Rckert Martins, Izabel Christina Silva Prola & Maria Celina Canrio

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

Blumen Lamps _ nature + decoration

Frances Danckwardt, Laura Goldstein & Paula Loher

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

1st CICLE - UNDERGRADUATE

As results there were concepts of lamps, toys for children with visual impairments, office objects, souvenirs and games, which shows the range of possible answers in the universe of the researched topic. This set of original concepts offered Litocromart a comprehensive range of possibilities for development, and several ways to innovate their business.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

2nd CICLE UNDERGRADUATE INTERNSHIP

In order to enhance the collaboration between EDU and Litocromart it was decided to create an artifact that showed the results so far. This artifact was initially presented in the form of a book, but it should be produced within the plant of the company (which does not have binding process). It should also, somehow, show their technology and manufacturing processes. This activity was realized by a student on her last year on a internship that developed a toy-book, which summarized the results of the previous step.

This idea of developing a toy-book came about spontaneously, given the nature of the subject treated in the 2nd Design Class discipline.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

toy-book
Laura Guidali

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

3rd CICLE GRADUATE GRAPHIC DESIGN

The third cycle sought to develop a graphic identity for the brand "Bino". To that end, it was conducted a three-day workshop with the class of Graphic Design from EDU, where new ideas were generated in search of a way for the brand Bino, but also for their applications. The results were quite satisfactory and currently the teachers are doing an evaluation of these results along with the company, for its implementation.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g1 _ brand
Cristina, Francis, Mariana, Sabrina

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g1 _ brand variations
Cristina, Francis, Mariana, Sabrina

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g1 _ package & bag

Cristina, Francis, Mariana, Sabrina

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g1 _ poster & sale point

Cristina, Francis, Mariana, Sabrina

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g2 _ brand
Fabiana Medeiros, Bianca Gomes, Jlia Correa, Vanessa Trentin

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g2 _ brand
Fabiana Medeiros, Bianca Gomes, Jlia Correa, Vanessa Trentin

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g2 _ brand
Fabiana Medeiros, Bianca Gomes, Jlia Correa, Vanessa Trentin

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g3 _ brand
Daniel Moura, Denny Chang, Luis Fernando

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g3 _ bags
Daniel Moura, Denny Chang, Luis Fernando

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g4 _ brand
Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g4 _ package & poster

Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g4 _ bags & exhibitor

Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

g4 _ brand awerness
Branda Weppo, Fabiana Dias, Gabriela Zambenedetti, Maria Helena de Carvalho

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

4th CICLE EXTENSION WORKSHOP

At the time of submission of this article, this activity has not yet been executed. It consists of a workshop for University extension that will bring together undergraduate and graduate students towards the development of paper toys for Bino. This workshop will take place once every week over the first three months of the 2012 school year. The main characteristic it will be the development of participants skills through the exchange among the workshop moderators and students, but also among the students themselves.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

CLOSING REMARKS
The subdivision into four projectual cycles allows a full investigation of the experience according to the methodology of action research. The results of each cycle offered the experiential basis for the reasoning that gave rise to the next cycle. Thus, it was possible to construct a model that triangulates research, education and market. For a company to collaborate with students, it means to receive fresh and often unpredictable ideas. It is the company, helped by teachers, who should know how interpret these ideas. On the other hand, work with a real company, which operates continuously in the market, means for students to enrich their own academic background, with a direct connection to the professional world.
GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

CLOSING REMARKS
We realized that the insertion of a company in the educational context can be very productive for both sides. It is clear that the collaboration between Universities and Business carried out through educational activities differ from consultancy project aimed at professionals, consultancies and academic-oriented applied research. Through projectual activities, which must first attend the training purpose, these collaborations aimed at stimulating topics interesting, comprehensive and far-reaching, seeking to go beyond the ephemeral and the logic of profit.

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso

REFERENCES
BORBA, G; REYES, P; GALISAI, R. Research in Strategic Design: a teaching experience. In: Anais do Congresso Changing the Change, Turim: ICSID, 2008. CELASCHI, F; DESERTI, A; Design e Innovazione. Milano, Carocci, 2007 LIBERALI, G; Escola de Design Unisinos. In: Design em Ao: A vida e os projetos dos alunos do bacharelado em design. Editora Unisinos, Porto Alegre, 2008 SCALETSKY, C; LUZZARDI, H; A graduao UNISINOS e o Programa de Aprendizagem 2. In: Bino, brincando com a embalagem: seis propostas para o desenvolvimento de uma nova marca de brinquedos em papel. Editora Unisinos, Porto Alegre, 2011 DE MORAES, D; Metaprojeto. So Paulo, Blcher, 2010 FRANZATO, C. O Processo de Inovao Dirigida pelo Design: um Modelo Terico. REDIGE, 2(1): pp. 50-62. 2011 KOLB, D. Experiential learning. New York, Prentice-Hall, 1984

GUIDALI, Laura; FRANZATO, Carlo; SCALETSKY, Celso