PROCESS

CONCEPTUALIZING AND CREATING

TRUE HARVEST AND THE REAP SYSTEM

PRECURSOR

Prior to beginning this project, I wanted to explore a fresh and exciting topic that

allowed me to create a new concept. During my search, I stumbled upon aeroponics,

a subject that I had read about previously but never extensively researched.

WEEK 1

Aeroponics is the process of growing plants with the roots suspended in air, using

a mist system to feed them nutrients. Initially I was unsure of how this project

could develop, but I became more fascinated as I continued research. Aeroponic

systems are inexpensive to run, produce huge quantities of plants, are completely

organic, and can be grown in zero gravity, under LED lighting, or stacked multiple

stories high. The main question was: if this is so awesome and so efficient, why

aren’t more people using it?

How can I make aeroponics a widely used system?

WEEK 2

The topic was cool, but now I was faced with the question of what to do. My first

thoughts included branding an aeroponic market, “space plants” —since aeroponics

can be used in outer space—and a nonprofit that uses aeroponics to conserve

water or fund NASA.

I was stuck on the idea of a nonprofit because it was something that would make

people act. I brought up an idea of a certification system to a friend and she

suggested I look at the LEED Certification system for green building.

This ended up being the spark of inspiration I needed. The LEED breakdown was

similar to the concept I wanted to create. I focused my system of certification on

type of business and the level of aeroponic use within. I decided that my desire to

include a nonprofit would employ aeroponic systems in impoverished areas of the

world where poor agriculture is prevalent.

HOW CAN I MAKE

BUSINESSES USE

AEROPONICS?

HOW CAN I MAKE

PEOPLE BUY

AEROPONICALLY

GROWN GOODS?

WEEK 3

Beginning the identity for this project was a challenge. Since there seemed to

be so many components to the concept and different benefits of aeroponics, at

first I wasn’t sure what to focus on.

I was convinced that I needed to create a complex identity system, something that

could change over time, something that could be broken apart into sub-identities,

or just something really complicated. I was shooting for a degree of “impressiveness”

in logo concept. Because of this, my first sketches were a bit over the top.

PIECES OF A WHOLE

I spent a lot of time trying to make this triangle work. It was a conglomeration of

each part of the certification system: farm, restaurant, market, and buyer. Ideally,

each section of the triangle would look cohesive together but could also be used

individually to represent each branch of the system.

AIR

EARTH

WATER

I simplified it to small triangles for each section, but this didn’t solve the problem

of the master logo.

Since root suspension was such a distinct factor of aeroponics, many of my

sketches included roots.

Naming was another ordeal.

I really liked “Jungle” with extensions for each component of the system, but critique

pointed out that it was too wild; aeroponics does not grow jungles, unfortunately.

WEEK 4

I narrowed down my sketches to several distinct marks.

INFINITY–H

H for “harvest” (still

without a full name),

and inifnity to signify

continuous growing

AIR AND PLANTS

Elegant letterforms

using symbols of air

and wind and growth

TRIANGLE PLANT

Leaves for growth in

a triangle, the ele-

mental symbol of air

AIR AND WATER

A triangle, the

elemental symbol

of air, with wind and

water emblems

PLANT LETTERS

R (still no name)

made up of crops

As far as the name, things like “Uproot” sounded too negative. I thought of Blue

Thumb, putting a sky-and-air twist on the green thumb concept, but many people

commented that it connoted water. My professor noted that the word “harvest”

sounded very fitting, as much of the project emphasized crops and food, and I

liked the sophistication of the word. I proposed a handful of options.

BLUE HARVEST

Air + Harvest

Nice ring, maybe

still too associated

with water

EVERHARVEST

TRUE HARVEST

Continuous harvest,

24 hours, 4 seasons,

any plant, anywhere,

any climate, great

crop yield

REAP

Harvest

R.E.A.P.

Regenerate Earth

Aeroponics Program

/ Regulation of

Essential Aeroponics

Cool, but sounds

a little harsh

Maybe instead

BLUE/TRUE/EVER

HARVEST

using the

REAP SYSTEM

WEEK 5

I liked the intricate detail in the sketch of an R made of plants, so I started fiddling

around with a very detailed mark. I liked representing the initiative with specific icons

that related to each branch. I knew this direction was more of an illustration and

less of a logo, but after several weeks of laboring over the logo I was feeling at a loss.

Going off of the word “harvest,” I composed one H for each branch of the certification

system, producer, seller, restaurant, and home system.

In my struggle to figure out how to represent this system, I also designed a series of

icons to show characteristics of aeroponics.

PROFESSOR:

“The mark should be the book cover of a story.”

NOTE TO SELF:

“Kind of start over, but not really.”

I realized I was trying to make this more complicated than it needed to be. While

it was good to think about a system of icons and many secondary marks and

illustrations, I had to realize that maybe a simple logo was more appropriate for

this project. Some of the elements I had already created could probably be

reworked, but I needed to abandon my desire to combine many little pieces into

a very complex logo.

WEEK 6

Until this point, I had been very caught up in designing a complex, conceptual,

multi-faceted logo. I realized that my desire to impress was overriding my ability to

come up with a naturally fitting mark. I used the simplicity from my round H icons

to develop a few ideas that spoke for what aeroponics is about without overdoing it.

The most unique and individual quality of aeroponics is simply the fact that plants grow

suspended in the air. I used symbols of air and roots for a simple and direct image.

I also took quite a number of hours to turn my illustrations into an intense pattern.

WEEK 7

I ended up combining air, roots, and a cycle from the comps to create a mark that

embodied aeroponics and the certification system.

The new mark informed the name, True Harvest, an organic, full, endless

agricultural project.

I kept the H icons as sub-logos for the certification categories.

WEEK 8

With a few more tweaks, True Harvest had its logo.

True Harvest’s Outreach was represented by a similar circular mark, using an

arrow to signify an extension.

I attempted to devise a system that would further break down the classification

categories into levels of aeroponic use.

At first I had a very difficult time working out a system that was straightforward and

not too cluttered, but I later figured this breakdown was actually not necessary.

WEEK 9

I got to work on the collateral.

With the new system of aeroponic certification, I needed to identify the items that

would use it. I started with produce tags for markets and grocery stores.

I was also challenged to try to tell a story through each of the “H” sub-logos. My

first iterations were fun, but critique pointed out that True Harvest Home seemed

most accurate to what it stood for.

Generic

Too similar to

provider

Added shovel and

rake, figures em-

blematic of farming

and garding

Added shopping

basket, characteristic

of markets

Bent fork was

offputting

Fixed silverware,

got rid of obscure

tablecloth pattern

Added True Harvest

Made, identifying

brands that use

aeroponically grown

ingredients in their

products

I created branding for aeroponic system nutrient solutions, as well. My first attempts

were very literal to the purpose of each solution.

WEEK 10

Trials of the nutrient solution bottle packaging were frustrating, As it held three

full bottles from their tops, I assumed the package needed to be made of a thick

material in order to support the weight. At first I doubled up layers of chip board,

but this looked clunky.

Mockups of the produce tags led to production experiments. I started off with

a hook-tag that would wrap around bundles of greens or produce stems. From this

I quickly realized I was definitely overthinking it and could reduce the design to

one double-sided tag.

LEVEL: RIPE, 75%

Aeroponics is a 100% organic, soil-less, low-water process that

produces healthier, tastier local food.

THIS ITEM IS FROM

_______________________________ ,

AN AEROPONIC PRODUCER

IN ____________________________ .

LEARN MORE AT trueharvest.com

Aeroponics is a 100% organic, soil-less, low-water process that

produces healthier, tastier local food.

THIS ITEM IS FROM

_______________________________ ,

AN AEROPONIC PRODUCER

IN ____________________________ .

LEARN MORE ATtrueharvest.com

Aeroponics is a 100% organic, soil-less, low-water process that

produces healthier, tastier local food.

THIS ITEM IS FROM

_______________________________ ,

AN AEROPONIC PRODUCER

IN ____________________________ .

LEARN MORE ATtrueharvest.com

I began a True Harvest website design with the concept of stacking and extending,

similar to the function of aeroponic growing systems. I wanted the site to include

rows and columns of boxes that would, in essence, unfold and grow into more

boxes when clicked. I also thought it would be important to use photography on the

site; as most visitors would be learning about aeroponics for the first time, a visual

seemed necessary.

TRUE HARVEST

LINKS ON EVERY PAGEWhat is True HarvestBecome certifiedLocate businessesPurchase solution Outreach

BENEFITS FOR PRODUCERS (FARMS, MARKETS)•Cangrowandsellproducealmostyear-round•Cangrowcropsnotnormallyproducedinclimate•Hugecropyield=greaterprofit•Becauseofgrowingconditions,cropshealthyandgood-tastingyear-round•Outreach–purchasingREAPsolutionhelpsothercountries•Benefitsenvironmentandeconomy–easilydoparttohelpenvironment•Buyers&consumersappreciateallofaboveandseekoutaeroponicproducers

BENEFITS FOR PROVIDERS (STORES, RESTAURANTS, BRANDS)•Canbuyhealthy,good-tastingproducerandingredientsyear-round•Canuselocalgoods•Goodsaremoreaffordablebecauselowerindemand,butproducersstillmakeprofitbecausetherearemoregoods

•Purchasingfromprovidersindirectlyhelpsoutreachandenvironment•Consumerswillseekout

BENEFITS FOR CONSUMERS (PEOPLE)•Foodwilltastegood,ripe,healthyyear-round•(Healthy,nutritious,organic,tasty,freeofchemicalsandunnaturalgrowingtechniques)

•Year-roundacesstogoodsthatarenormallyseasonal•Lowerprices•Indirectlyhelpsoutreachandenvironment•Supportlocalbusinesses

How system worksWhat problems we faceBenefits of aeroponicsWhat True Harvest doesOutreach

GoalsREAP certificationOutreach

Global poverty issuesHow aeroponics can helpWhat True Harvest doesHow producers/consumers can help

Map & list of businesses that sell aeroponically produced goodsBenefits of supporting

Breakdown of REAP system(Farm/garden, market/store, restaurant/cafe, brand, [home])Benefits of certification & use

WHAT IS AEROPONICS LOCATE PROVIDERSWHAT IS TRUE HARVEST BECOME CERTIFIEDOUTREACH PURCHASE NUTRIENTS

(PURCHASE HOME SYSTEM)

TRUE HARVEST

LINKS ON EVERY PAGEWhat is True HarvestBecome certifiedLocate businessesPurchase solution Outreach

BENEFITS FOR PRODUCERS (FARMS, MARKETS)•Cangrowandsellproducealmostyear-round•Cangrowcropsnotnormallyproducedinclimate•Hugecropyield=greaterprofit•Becauseofgrowingconditions,cropshealthyandgood-tastingyear-round•Outreach–purchasingREAPsolutionhelpsothercountries•Benefitsenvironmentandeconomy–easilydoparttohelpenvironment•Buyers&consumersappreciateallofaboveandseekoutaeroponicproducers

BENEFITS FOR PROVIDERS (STORES, RESTAURANTS, BRANDS)•Canbuyhealthy,good-tastingproducerandingredientsyear-round•Canuselocalgoods•Goodsaremoreaffordablebecauselowerindemand,butproducersstillmakeprofitbecausetherearemoregoods

•Purchasingfromprovidersindirectlyhelpsoutreachandenvironment•Consumerswillseekout

BENEFITS FOR CONSUMERS (PEOPLE)•Foodwilltastegood,ripe,healthyyear-round•(Healthy,nutritious,organic,tasty,freeofchemicalsandunnaturalgrowingtechniques)

•Year-roundacesstogoodsthatarenormallyseasonal•Lowerprices•Indirectlyhelpsoutreachandenvironment•Supportlocalbusinesses

How system worksWhat problems we faceBenefits of aeroponicsWhat True Harvest doesOutreach

GoalsREAP certificationOutreach

Global poverty issuesHow aeroponics can helpWhat True Harvest doesHow producers/consumers can help

Map & list of businesses that sell aeroponically produced goodsBenefits of supporting

Breakdown of REAP system(Farm/garden, market/store, restaurant/cafe, brand, [home])Benefits of certification & use

WHAT IS AEROPONICS LOCATE PROVIDERSWHAT IS TRUE HARVEST BECOME CERTIFIEDOUTREACH PURCHASE NUTRIENTS

(PURCHASE HOME SYSTEM)

Unfortunately all of these ideas did not mesh well at all, and the first design trial

was, admittedly, a mess.

WEEK 11

Critique pointed out that listing the location of each food source on its tag was

unnecessary; it was unrealistic to have every single provider written by hand, and

it was also redundant, as aeroponics implies locally grown. I revamped the food

tag again, adding a simple chart to the back and modifying it for different formats.

I attempted some mock ups of True Harvest produce signs in context, but the

photos really didn’t lend themselves well to editing. I resolved to take some real

photographs later.

The nutrient solution labels also underwent a revamp. Originally, the True Harvest

logo seemed too prominent and the packaging didn’t convey what the product

actually was, and it was very plain. It was missing the excitement of the other True

Harvest elements. I switched over to a square label format framed with the pattern.

WEEK 12

My professor pointed out that an information pamphlet would be helpful as a take-

away at markets for people that had never heard of aeroponics before. I played off

of the stacking and extending concept for a fold-out brochure.

“Educate the consumer.”

My mockup of the solution label printed right on the bottle proved difficult to produce.

It turns out that clear label paper is actually frosted, which was not what I wanted.

I attempted printing on acetate, and happily, placing small squares of double-sided

tape in each corner and wrapping it around the bottle kept the acetate in place and

went unnoticeable.

I took a 180° turn with the website and started over. I decided to keep the stack and

extend idea with pages that would swipe left and right. I cleaned up the rest of the

design to create a fresh, pure look that was in line with organic production.

Now maybe a bit too sterile, this version was definitely cleaner but still cramped.

WEEK 13

I took a trip to the grocery store to photograph the tags in context. (The store

associates were suprisingly okay with it.)

The website developed to include more photographs, textures, and text variations.

WEEK 14

I opened up the website more by shrinking some items and enlarging others.

This is when I attempted to make an aeroponic system.

After referencing dozens of tutorials on how to make a personal aeroponic gardening

system, the conclusion seemed to be that I might need to fake it. While the systems

are fairly simple and inexpensive to maintain, the intial setup is a bit pricey (similar

to actual aeroponic farms). They require pumps, foggers, and timed spray nozzles.

I decided to mock up a fake system that would not actually work but would resemble

what the system looked like.

PROFESSOR:

“Wouldn’t it be cool if water was running through it?”

My professor pointed out that it would be far more intriguing if the mockup actually

did something, and I agreed; there didn’t seem to be a point to making it if it was

just going to sit there. I scavenged around everywhere from pet store aquarium

departments to Home Depot pond supply sections to find a small submergable

pump. This would allow me to cycle water through the tube of my system and

back to the “reservoir.” Although the water wouldn’t be misting any roots, the

illusion of it moving through the system would get the idea across.

Unfortunately, the result was incredibly underwhelming. After setting everything up

and switching the pump on, instead of bubbling through the tube, everything looked

exactly the same. The pump was powerful enough to create a steady stream, so there

was no way to even tell water was moving through the tubing. It was a bit of a letdown.

WEEK 15

With one more edit to the website, I tried to imagine it at different intervals on

a computer screen to create more intriguing visuals. I also added features that

would change upon mouseover.

THE RESULTS