Wellesley Will Campaign (Fall 2011)

The Wellesley Will campaign is a design for a brand which promises that the town of Wellesley, MA will become a leader in sustainability. Diffuse social exposure of the campaign will cause sustainability to become an integral part of the Wellesley identity.

The logo of the umbrella campaign surrounded by examples of how the logo could be applied to individual initiatives.

The Goal

To design a solution which will lead to sustainability improvements on a block in the upper-middle class suburb of Wellesley, MA.

The Process

Real world challenges cannot be addressed solely by an engineer. Skills in business and the humanities are equally important in solving such challenges. For this reason, I worked on an interdisciplinary team with Babson, Olin, and Wellesley students. Groups studied individual sectors on the block: waste, water, food, transportation, and energy. New groups were then formed with representatives from each sector (mine was energy) to design a cross-sector solution.

The Solution

There are many different possible solutions to making a community more sustainable: businesses, technical innovations, initiatives, et cetera. But the effectiveness of any solution is limited by the values and identities of those within the community. The Wellesley Will campaign is a brand which will induce a value-shift in residents towards making sustainability a way of life. It will also act as a platform through which sustainable ideas can be quickly spread and implemented throughout Wellesley.

My Responsibilities

• User research and co-design
• Idea generation and development
• Poster design and graphics