Whois the organisation and what does it do? The corporation will includemainly 3 stakeholders which are pre-start-ups, start-ups in design interactiveoperation and existing design related enterprises. The Design Cluster possessesstrong support including significant stakeholders and a safe, transparentgovernance structure. These aspects are of utmost importance for the project tobecome a sensible and successful reality. Mission Statement Co-operation, innovativepractice and exchange are the driving forces used for the project to regenerateValletta and the Maltese Islands by cultural, economic and social factors.Branding The branding of the VallettaDesign cluster is an innovative one which aims to put Malta on the designindustry map.
The design cluster deals with the organisation and the location.The branding is part of the communication efforts. This has to pass on a simpleand relevant message for each stage of the developments. The simpler it is, themore effective it will be and it will also result in a better understanding. Thebranding of the Valletta Design Cluster aims to pass on creativeness,collaboration, new ideas and a sense that it is international.
TheScope The Valletta Design Cluster’s objective is tocreate events for the capital city of culture, to attract more tourists to thecity and to the island and to give a better name for Malta. This will createmore awareness about Valletta’s history and culture. This project aims for publiceffort and resources in the education of design to be complimented, employmentopportunities in the design sector in Malta should be strengthened and theMaltese design activity and export should be developed. It will also result inthe enhancing of design to the economy and society. The Valletta Design clusterpresents a framework and environment for the aid and encouragement of theMaltese design activity. Design is also urged as a catalyst for innovation, anda discipline which creates an affirmative change and social influence for individualsand institutions.
The objective is to link different areas in society thatworks with design and through co-operation and networking achieve social andeconomic wellbeing. It would be a creative space for designers,architects and creative and design enterprises. How impact is measured The elements that will bemeasured throughout this project are:· The surface area of historical-cultural valuerehabilitated through the project;· Occupancy / use levels of the newly available spacesby organisations / enterprisesThe Approval Process The project was considered forERDF funding under Malta 2014-2020 Cohesion and Structural Funds programme.Once the final discussions and preparations were decided, the project was formallysubmitted for ERDF funding. Photography The photography of the clusterwill transmit the whole idea of the innovative movement and change of the oldabattoir which will bring a creativity space to live. The photos and posters shallshow the transformation of an abandoned area in Valletta being refurbished intoa whole new building which will attract organizations and many undevelopedideas. This project will show few ofthe many talents in Malta and also celebrate it with several foreignersparticipating in the project. Therefore, the posters and images that representthis program will create a vibe of a grand ‘festa’ with typical joy and allthat interprets the beloved Maltese identity.
It should lend the capital asense of wonder, space for ideas and a magical atmosphere. The photos and images willhelp us recognize from where we are to where we will be going as the projectcommences and eventually be finalized in 2019. It is a walk through ourbeautiful history and also making use of such unknown places which could beidentified as being a landmark in our Capital city instead. The pictures representing howthe Valletta design cluster looks now will show how this whole concept willbring change and introduction of a new modern perspective and future hope and moresuccess to our island.CommunicationObjectives The Valletta Design Clustercommunication objectives aims to increase the awareness of an environmentalstrategy. International partnerships, which help to increase the collaborativepotential, are also created. The design cluster provides support to studentsand the community while it also enhances a creative economy emphasizing thebenefits of design thinking.
The Valletta Design Clusterprovides us with 8 communication themes. The first theme is regards connectingthe past and future. During the past years, the venue of the Valletta DesignCluster has been one where residential, commercial, and manufacturingactivities have intersected and overlapped. Nowadays, this project will continue this tradition towards the future.This is possible as international designers, creative practitioners, NGO’s andstudents meet, create and collaborate.
It reminds the history of the communityof the Biccerija while a new century of history commences. The second theme isco-creation. The design cluster was implemented to aid the activity of designin Malta. It creates attention to the wealthy culture of Valletta’s Biccerijaand giving residents an innovative public space.
The third communication themeis that the project is designed for good. The design is of utmost importance asit shapes and improves the living experience of the city. The awareness andvisibility of design is promoted so as to improve the quality of life ofinstitutions and individuals.
According to the designcluster, ‘design is play is design’. This means that designs are created afterplaying with different types of designs which might also create a space whereinnovative things can take place. The Valletta Design Cluster is a space wherecompanies and designers are able to play with tools, challenges and ideas, andthis is of utmost importance for innovation and learning.
The fifth theme is designthinking which is described as “a process for creative problem solving thatputs people at the heart for solutions.” Design thinking is used to tackle andsolve any kind of problems. Curiosity and innovation are linked by design. The next theme is “Borderless” as the VallettaDesign Cluster is a national and international point of reference for design inMalta. Many international opportunities are introducedby means of projects, links and tools which are offered to designers. The theme “From adaptation toinnovation” explains how Malta’s economy can be changed from one of adaptationto that of innovation.
Design adds value to companies in Malta by increasingtheir creativity and making them more competitive, hence it is a vital economicMaltese sector. The Valletta DesignCluster is a unique national institution created for the support andglobalization of design activity in Malta. The last communication theme,’The Sharing Economy’, describes how the Valletta Design Cluster will introduceinnovative policies of sharing. The design cluster could decrease the amount ofwaste, reduce designer overheads and introduce innovative opportunities forcollaboration by sharing tools, spaces and knowledge.TargetAudiences The target audience is splitinto 3 main sectors namely the primary users, the secondary sector and thetertiary sector. The primary users consist ofdesign students, emerging designers, Biccerija residents and design firms.
The secondary sector involvesusers which constantly have to do with the city, for instance, the residents ofValletta, creative project proponents and non- governmental organisations, thepublic which includes parents and school-aged children, students above sixteenyears of age and the local press. The tertiary sector is theaudience involving international visitors to Valletta, international designinstitutions and networks. Competition The Valletta Design Clusterdoes not have any competition at the moment since it is the only project of itskind in Malta. DecisionMaking for Design To agree to a particulardesign/ logo for the design cluster, a process had to be followed. First,Research was carried out, followed by referencing, after which different logoswere sketched and out of those logos a specific design was chosen. Research was conducted byreferring to the design of the Valletta design cluster to gather as much informationand knowledge about the project as possible. The project’s objectives showedhow the design cluster focuses on the elements of innovation and one whichreminds the audience of the city’s history. Therefore, a logo which depictsthis had to be created.
While referencing, importantinformation about the foundation was looked at in order to make sure to depicta clear image. This stage also included the ensuring of a unique logo so thatit will not be mistaken for another company or project. The sketching stage consistedof coming up with new ideas while trying to put them together into a sketch.Each sketch brought with it another sketch which was the improved version ofthe one before After researching, referencingand sketching, a design which was thought it is suitable for the project, waschosen. The design was implemented by using the Inkscape as software.
In thisstage, the font was chosen along with the colour palette.