Figure 2. Erik Nersing during a co-creation session brand is straight forward in order to communicate to a multi-cul- tural audience of all ages that tap water is a safe and healthy choice. Hence the choice of the typeface (Typ1451), which is friendly and readable. REFLECTION// Not only does this project offer a realistic solution to the problem of bottled water, but it does so by using knowledge that already exists. It is a matter of presenting it in the right way. Initially, | wanted to explore an Industrial Design concept to divert from my background in Graphic Design. When I chose the branding idea, I was worried that it was going to be all about the style. To my surprise, V-Tap became a social design con- cept, a reflection about society and its values. My biggest challenge was knowing where to set limits. There were so many avenues to explore, so many opportunities to uncover. There was not enough time to do everything I wanted. I chose to cover the most areas possible, therefore only skimming the surface of each idea. This project showed me that designers are versatile thinkers and should not limit projects to their area of expertise. If I were to start again, I would want to team up with someone who has a different background than mine. It would be great to benefit from different skill set. From here, I would like to get a team together to start bringing this project to life: creating a formal proposal, estab- lishing a budget, finding funds, setting up a test case and then implementing it in the city. CONCLUSION// This project offers a simple solution to a com- plex problem. Research shows that people are concerned with the quality and safety of drinking tap water. The high quality of Vancouver's tap water can be illustrated through information campaigns and exhibitions. While bottled water may be conven- ient, it is not sustainable. The V-Tap campaign is one solution encouraging a sustainable lifestyle by drinking tap water and con- sequently causing less affect on the environment. + 28 CURRENT REFERENCES// 1. Gregory, J. R. (1998). The Impact of Advertising on Brand Power. The Impact of Advertising on Brand Momentum, 17. Stanford: Business Week. Retrieved March 13, 2009, from _http://www.google.ca/search?hl=fr &q=The+Impact+of+Advertising+on+Brand+Power&btnG=Recherc her&meta= 2. Healey, M. (2008). What Is Branding? Essential design handbooks. Mies, Switzerland: RotoVision, 256. 3. Neumeier, M., and American Institute of Graphic Arts. (2007). Zag: The Number-One Strategy of High-Performance Brands: A Whiteboard Over- view. Berkeley, Calif: AIGA, 178. 4. Palmeri, C., and Byrnes, N. (2009). Coke and Pepsi Try Reinventing Water. BusinessWeek. (4121), 58. doi: Article. 5. Renewing Commitment to Public Water. Retrieved November 17, 2008, from http://takebackthetap.org/learn-more/solution IMAGE REFERENCES// Fig 1. Gautier, M. (2008). Fig 2. Gautier, M. (2008). Fig 3. Nersing, L. (2008). Fig 4. Nersing, L. (2008). Fig 5. Gautier, M. (2008). 6 copie CREATE BRANDS TO BRING , ORDER OUT OF CLUTTER.” ’