For my graduation project, I focused on creating products reflecting the subculture of downtown Belo Horizonte, my hometown. The project involved research to comprehend the unique subculture, targeting a youthful audience. The goal was to design gift shop products capturing the essence of downtown, attracting individuals passionate about the city, and emphasizing those who appreciate the local culture rather than traditional tourists' mainstream spots.
I chose this approach because frequenting these places made me realize that many people, not originally from the city, come to Belo Horizonte to experience local life. However, the existing gift shops lack items that truly capture the essence of the city, offering only conventional and obvious choices.
Sections of my research report
I visited various places for the interviews and engaged in casual conversations with people, using a non-structured script to guide discussions without explicitly revealing them. Alongside interviews, I extensively photographed the subjects and the city to gain insights into clothing styles, architectural nuances, and preferred locations. This approach allowed me to aesthetically evaluate and comprehend the visual aspects that defined the subculture.
The research involved engaging with individuals to grasp their perspectives on visiting the city. Topics included their choice of destination, unique aspects of Belo Horizonte, behaviors shaping their identity, preferred parties and locations, appreciation for the city's history, shopping habits, clothing preferences, and diverse identities.
In the next phase, I conversed with vendors, particularly those in collaborative shops where creators showcase and sell their projects. This step aimed to understand the types of products these shops offered to my target audience. The rise of collaborative shops in the city would be a good business opportunity to launch the first collection of products and check if my value proposition was valid.
To determine the theme for my project, I used the Blue Sky Thinking Methodology, using two types of charts. One of them was a polarity chart which I identified four concepts within it. Defining the opposing concept and identifying a central concept that bridged the two polarities, I created a balanced perspective. Each of these concepts, revolving between polarities, contributed to the scenario concept. I repeated the process to translate the connecting concept into a scenario, ultimately choosing one as the primary theme for the project. The concept chosen was dramatic, meaning that the object had to tell a story.
The project inherently carries a narrative, emphasizing the storytelling aspect. Centered around the experience of individuals from other cities coming to Belo Horizonte, the importance of infusing a sense of drama into the concept resonated with the overarching theme. This was a design experience project, aiming to create a captivating and immersive journey for those engaging with the products and the subculture they represent.
As a graphic designer, I couldn't overlook the need for a visual identity. I chose the name TRAMÓIOS, derived from the street where I sourced all the necessary supplies. The name carries a playful twist, as "TAMÓIOS" refers to someone who creates tricks, aligning well with the concept of crafting products. Given its indigenous origin, the visual identity incorporated illustrations reminiscent of indigenous art, enhancing the overall aesthetic and reflecting the cultural context.
For the products, I opted to capture the architecture of popular places people frequent and transform them into playful objects for home use. One example is the Obelisco da Praça 7, a monument in a public square in Belo Horizonte. It became a playful object with magnets, allowing users to disassemble and reassemble it. Another design was a versatile seating element that could transform into a shelf. I also created a lamp inspired by the Palácio das Artes. Additionally, a wall clock showcased figures of indigenous people, depicting a legend about a couple who saved themselves from a thunderstorm, creating a synchronized reference to a two-watch art piece until the batteries ran out. Finally, I crafted a bookmark featuring the view of Rua Sapucaí. This street provides a panoramic perspective of the entire city, offering a captivating view that includes a glimpse of the Viaduto Santa Teresa.
The whole project aimed to bring the essence of these iconic places into people's homes through interactive and meaningful objects.
