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Ed. note: This case study is a selection from the
2011 “Making the Case”
competition, in which an esteemed jury
identified submissions that demonstrate the value of design in a clear,
compelling and accessible way. It serves as an example of how to explain design
thinking to clients, students, peers and the public in general, based on
Watershed is an eco-art installation created by MSLK to raise awareness of the effects of continued consumption of disposable, single-use bottled water. It consists of 1,500 reclaimed plastic water bottles, the equivalent of one second of U.S consumption, and features informational signs regarding this consumption.
We did initial research to gather statistics about bottled-water consumption in the United States.
Every second, 1,500 bottles of water are consumed in America. Of the 50
billion bottles consumed in a year, 80 percent end up in a landfill,
even though recycling programs exist. These statistics are especially
stunning considering the availability and high quality of tap water in the United States versus the lack of regulations on bottled water. MSLK
sought to exploit these outrageous facts and create an eco-art
installation that would make the public reflect on their consumer
As designers, we feel compelled to challenge ourselves to raise awareness on the environmental issues facing society by creating self-initiated projects. Not only does it put our talents to good use, but it also encourages our clients to think about green alternatives. With this in mind, in 2007 we began art installations that would educate the public about the wasted resources, environmental impacts and health risks caused by disposable plastic goods. Watershed is the second installation in a three part series focusing on one second of U.S. consumption.
In order to visually translate the statistic of 1,500 bottles of water consumed per second, MSLK constructed chains made out of empty bottles collected from the New York City area. The flexible format of the chains allowed for installation in various environments—from industrial loading docks to more natural settings. Throughout the installation, we integrated informational signage featuring facts on how drinking tap water and using a reusable bottle is not only better for you, but also better for your bank account and the environment.
To date, Watershed has reached more than 1 million people in over 63 countries through its installations at the Figment Art Festival, DUMBO Arts Festival and at the global premiere of the film The Age of Stupid. It has been covered in publications such as Inhabitat, GD USA and The Sierra Club, and is the topic of conversation on many popular and influential eco-focused blogs. Watershed was also honored with Second Place in the Sustainable Design category of the 2009 AIGA (Re)Design Award. In February of last year, it was featured in Urban Interventions - Personal Projects in Public Places, a 288-page hardbound book of “thought-proving work in urban environments.” With the dangers of plastic and our water systems being particularly hot topics, MSLK continues to get inquiries about future installations of Watershed.
This case study is supported in part by an award from the National Endowment for the Arts.
AIGA’s “Making the Case” competition awarded
honors to design case studies that demonstrated the value of design in a clear,
compelling and accessible way.
Section: Events and Competitions -
Each year a discerning group of jurors meets to review entries for “Making the Case,” identifying submissions that will serve as an effective tool to explain design thinking to clients, students, peers and the public in general.
This year's judging for the AIGA national design competitions had its share of nail-biting moments, as jurors assessed aesthetics as well as proof of effectiveness.
Section: Inspiration -
Competition, metrics of effectiveness
Learn more about the jurors’ thoughts on this 2013 “Justified” selection.
Section: Why Design -
explains the key ingredients that create a binding legal agreement
between a designer and a client, and it describes how a court might
later interpret that
contract in a lawsuit.
Section: Tools and Resources -
Index presents a platform for discussions about visual culture and an exchange of ideas, which is at the heart of the Harvard Art Museums’ teaching and research mission. It also puts viewers behind the scenes at the museums and also provides regular updates during the final stages of the museums’ renovation and expansion project in Cambridge.
Section: Why Design -
editorial design, print design, web design, Competition
Konjo sandals are handcrafted by a group of unskilled and previously unemployed women and men in one of Africa’s largest slums in Nairobi, Kenya. Rule29 helped introduce Konjo by providing both strategic planning advice and creative services—everything from designing the shoes to developing the name, logo and e-commerce website.
Section: Why Design -
identity design, nonprofit, product design, web design, Design for Good, mentoring, business strategy, logos, website, cross-cultural design, diversity, education, international, metrics of effectiveness, multiculturalism, partnerships, pro bono, social issues, social responsibility, sustainability
Slice of Summer
External Resources (cont.)
IZZE You’ll Love What’s Inside Campaign