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    This is my Major project, while I was doing my Masters in Graphic Branding & Identity at London College of Communication. Stress has always been… Read More
    This is my Major project, while I was doing my Masters in Graphic Branding & Identity at London College of Communication. Stress has always been of an interesting topic of my own. It is a word and phenomenon that we are familiar with by living with and using it almost everyday. We always complain about stress. However, we tend to assimilate everything to stress and few people know exactly its real nature and definition. Stress has prompted people to constantly innovate, but it has always been equally linked with a negative connotation. In most of the dictionaries, stress is defined as a ‘great worry’ (Cambridge, 2014), ‘pressure, tension exerted and emotional strain.’ (Oxford, 2014) But what if this has not been true all along? Selye a Hungarian endocrinologist who spent all his life doing scientific tests on stress pursued to create a clearer differentiation between a destructive and a beneficial stress, by introducing the two concepts: “Distress” and “Eustress”. Distress, which is the negative and harmful stress, with long-term effects on health when it becomes chronic. On the other hand eustress is the positive, pleasurable and exciting stress. (Nursing, 2006). Through all my research and analysis, I have found that one of the most stressful environments in London is the professional environment. Indeed, I have noticed that few companies do something to change this fact. Thus, why not trying to create something positive to help these employees whilst encouraging companies to change. Consequently, I identified that the most common physical and psychological stressor in the workplace is work overload. As for the second stressor, it is feeling undervalued at work, which is associated with boredom. Ultimately, the above process brought me to construct my ultimate question in: How can stress be positive for overwhelmed workers in London? WHY CHILLI? The chilli is a metaphoric object for eustress. It really defines the personality of eustress. I found various similarities between these two, through neurotransmitters and feelings. First, the chilli pepper releases endorphins just like eustress does; it stimulates and holds an extreme sensation, it is spicy and full of heat, it transmits a rush of energy just like eustress does, it’s about fear and enjoyment, pleasure and pain, as the challenging eustress and above all, the chilli pepper is healthy just like eustress. WHAT IS ‘CHILLI’? ‘Chilli’ offers its target audience numerous challenges, which go up in levels. From a little chilli challenge, that gives them a boost and a lift to an extreme challenge that gives them an intense and thrilling experience. Its objective consists of pushing human endeavour. In addition, people who do the challenges and manage to overcome them entirely, will be rewarded by getting points and then they rise up to the next challenge. And this will encourage people to get more involved with the brand and feel the competitive feel of eustress. HOW DOES ‘CHILLI’ WORK? First, a welcome pack is a way of proposing the brand to the target audience through Human resources in big companies, then they go to the website. Another way is advertising, which is placed mainly in business districts as well as in underground tubes. Then the next step is for the audience to subscribe and start challenging themselves by picking the level of challenges they want to start with; afterwards they can set a date. Each week, different challenges and activities in various places are created through events. In addition, ‘chilli’ can bring all the equipment, in order to build activities in companies, who are interested in creating a community and a healthy environment at work among employees. And this can break the boredom or the pressure that workers are experiencing, Such for example, ‘chilli’ can create an urban rappel for workers from the building, which is descending a rope using a controlled resistance. VISUAL OUTPUT This brand comprise a welcome pack to be given first to the Human resources of the companies, then their role is to hand it in for their employees. Additionally, three pages of the website are provided. The welcome pack carries four items, a brand book, a boring book, the work planner overload poster and the chilli pill envelope, which are presented to be seen by order. Every single cover of the four items has a question to be requested to the target audience. On the boring book cover: is that you? And on the work planner poster: or is that you? On the brand book cover: is this the answer? And on the chilli pill envelope, would you dare? In the visual output contrasting treatments are found in order to deliver the message for the reader. Each item is threated according to the purpose it holds. The notion behind the ‘boring book’ is to highlight the issue of stress from boredom in the workplace. In the work planner poster, the idea is to transmit stress from limited time and pressure at work. The brand book’s main aim is to convey to the target audience and the society that stress could be positive and exciting. The concept behind the chilli pill envelope is a metaphor presented for the reader to dare to take action and try the chilli challenges and activities. ©PamelaAyoub Read Less
Is this you? (The Boring Book).
Or is this you? (The Work Planner Overload Poster).
Is this the answer? (The Brand Book).
Chilli Pills.
Would you dare? (The Chilli Pill Envelope).