Because businesses have the capability for effecting societal change in unparalleled ways, they also process massive responsibility to the customers that they serve. Customers need to trust the brands to fulfill their marketed promises. Customers also need to feel that the product has value because without value, there is no purpose. Brands also have the responsibility to act ethnically toward consumers, environments, and competitors because consumers identify with bands as an extension of themselves. People also want to feel like their actions are contributing to a better world, so consumers are more likely to identify with brands that are known to contribute to worthy causes.
Because brands embrace considerable influenceability, it’s insanely important to represent a brand that has a reputation to hold true to the values, ethnics, and promises listed above. The designer brief is also used to clarify these objectives, set goals, and set the tone for the remainder of the project. The designer brief is not the solution but instead a platform to ideate from.
For my project this quarter, I need to uphold the Kelty brand name to their promises of durability, portability, high quality, and longevity. My project needs to bring the value of immediate yet long lasting shelters to the millions of displaced peoples in northeast Africa. I need to consider the sustainability of my material choices and plan effective distribution of the shelters. I need to take into consideration that this shelter will not only be a stationary object, but a tool for the people to construct their routines and standards for daily living. I am considering having my project be both individual and communal. Like a Lego set, the individual shelter could be built independently and be combined and grow with other Lego sets to build communities. These shelters will transform the way housing and shelters are portrayed as stationary objects of infrastructure instead of transitional mobility, structure, and freedom.