Innovation Space Final Proposal

VICTORIA ARBOGASTTHOMAS BANASAEKFELIX FINKGABRIEL GABRIEL

Team Spark

Dow Corning

User Profile

Design Language

Aesthetic Benchmarking

Product Renderings

Exploded View

User Experience

Human Interaction

Line Drawings

Brand Benchmarking

Brand Identity

Brand Guidelines

Media Options

Implementation Timeline

Industry/Market Information

Dow Corning

Competitor Information

Marketing Strategy

Sustainability Strategy

Partners and Distribution

Financial Plan

Roll-out Timeline

8

9

10

14

15

16

20

22

24

25

28

34

38

40

46

50

52

54

56

60

63

64

66

table of contents 4

Suppliers and Vendors

Customers

Product Function Tree

Product Specification Sheet

Product Architecture

Morphological Chart

Bill of Materials

Proof-of-concept Prototype

Social and Environmental Claims

Biomimicry

68

71

74

75

77

82

84

85

86

91

GENERAL DELIVERABLES

His name is Felix Fink. He is a senior Business Finance, Management, and

International Business Certificate student. His interests lie in finance, energy,

and entrepreneurship. One day he hopes to own his own business that

provides renewable energy to users by financing new projects.

His name is Gabriel Gabriel. Born and raised in Phoenix Arizona, he

has always had a passion for design. Creating buildings with blocks and

spaceships with Legos and K’NEX, his parents tried to keep up with him.

Today, he is a senior in Industrial Design. His interests include consumer

electronics, computers and computer devices.

His name is Tom Banasaek. He is a senior Mechanical Engineering Student

with a design minor. He was born and raised in Mesa, Arizona. He loves to

play golf and his favorite color is blue. He is a bit of a perfectionist even

though it may hold him back sometimes.

Her name is Victoria Arbogast. She is a senior Visual Communications

Design with a Japanese minor. Her interests in design include information

graphics, motion graphics and advertising. She gets through the late

college nights on mass amounts of Coke and pop music.

team spark 8

“ The purpose of this project is to create

products for the future of sustainable illumination. ”

The purpose of this project is to create products for the future of sustainable

illumination. Lighting is an essential condition for survival, and is extremely valuable

for a variety of purposes. Light is an essential condition for survival, and has earned

its value from a variety of purposes. The unique properties of Dow Corning’s silicone

materials can have several uses in the lighting industry, especially for the needs of the

LED (Light Emitting Diode) market. Dow Corning has created a variety of coatings,

gels, encapsulates, adhesives, and conductive materials for LED applications.

Utilizing Dow Corning’s materials, Team Spark will attempt to develop sustainable

illumination for home, office, and mobile applications. The potential savings from

increasing the efficiency of lighting technologies is enormous since 20 to 50 percent

of total energy consumed in homes and offices is for lighting. Team Spark will

work to produce technologies that will meet the needs for ambient, accent, task and

focus lighting for households. For the office space our team will focus on developing

technologies that meet the needs of office workers of different industries. In regards

to mobile applications our team will focus on increasing the efficiency and

effectiveness of lighting in automotive interior lighting, cell phone flash modules

and especially emerging liquid-crystal display (LCD) backlights.

dow corning 9

user profile 10

“ A typical Umi purchaser is someone like Bob, who

is a 55-year-old man who has been working with a

big marketing company in New York for the last

thirty years. ”

A typical Umi purchaser is someone like Bob, who is a 55-year-old man who has been

working with a big marketing company in New York for the last thirty years. He has

an interest in architecture and the firm’s new board room needs a lighting system. He

wants an effective but beautiful system to light the room in order to impress clients. As

the building manager Bob has a sizeable budget and desires customizability and quality

over price. Although cost is not a problem, Bob does want the product to be durable

and reduce the company’s electricity consumption in the long term, therefore Umi

meets his needs.

INDUSTRIAL DESIGNDELIVERABLES

design language 14

aesthetic benchmarking

�at

Per

sona

lity

Form

Mat

eria

lsC

olor

Det

ails

artisticcreative

honest

organicabstract

Metal

glass

light

white

singular�at

tidy

harmonious

rough

cylinderprotruding

glassmetal

monochromaticlight

white

simplemultiple

simplehonest

industrial

rectanglemodular

Metal

glass

light

white

�at

creative

sociableflat

simple

metalglass

light

white

�at

simplehonest

compact

Metal

glass

lightwhite

simple

artisticcreative

dynamic

modularabstract

Metal

plasticwire

warm white

busy

product renderings 16

product renderings 18

exploded view 20

user experience 22

The remote control for the lights is a removable

touch screen tablet.

To remove the tablet, pull out the magnetically

connected right side

You are then free to use the remote while under the

lights and can see the effects you create.

Then pull out the left side, disconnecting the

magnetic power connector.

human interaction 24

line drawings 25

VISUAL COMMUNICATION DESIGN DELIVERABLES

atg lighting

ATG Electronics’ branding is modern, organic and clean. The company deals mainly

with LED tubes with slogans such as ‘Suburbia goes green with ATG iBright LED

tubes.’ Such slogans explain their color choices of green, white (the color of their

LEDS) and black. The green could signify the ‘go green’ movement while at the same

time implying you could save money with their product. Their logotype is uppercase

san-serif and logo an abstract green box reinforcing the modern part of the branding.

Both smooth and rounded edges are seen throughout the logo and website creating a

juxtaposition between the hard edges of modern and the soft curves of organic.

brand benchmarking 28

CMYK: 84, 10, 100, 1

RGB: 0, 159, 61

HEX: # 009F3D

CMYK: 0, 0, 0, 0

RGB: 51, 102, 53

HEX: # FFFFFF

CMYK: 0, 0, 0, 100

RGB: 0, 0, 0

HEX: # 000000

lumux architectural lighting

Lumux Architectural Lighting’s branding is high-end, modern and minimal. Part of

their slogan is ‘At Lumux we believe that Energy Conservation should be a Planned

philosophy’ that translates into you shouldn’t have to sacrifice function or form. The

company’s products follow with this belief in being custom, minimalist LED lighting

that fit easily into a fancy home or building. The elegant curving lines of the products

and their polished silver finishes are conveyed through the industrial metal feel of the

company colors. Their logo is a simple, curving san-serf typeface followed by a similar

logotype, both of which reinforce the branding’s characteristics. The website is again

grayscale with mostly pictures and minimal type.

CMYK: 75, 67, 57, 56

RGB: 46, 49, 56

HEX: # 2E3138

CMYK: 0, 0, 0, 0

RGB: 51, 102, 53

HEX: # FFFFFF

CMYK: 0, 0, 0, 100

RGB: 0, 0, 0

HEX: # 000000

luminotecnia

Luminotecnia’s branding is modern, fresh and user-focus. The company carries LEDs

for both residential and commercial purposes.. Their colors of black and white ground

the bright orange that conveys both a friendly and fun message. Both smooth and

rounded edges are seen throughout the logo and website creating a juxtaposition be-

tween the hard edges of modern and the soft curves of organic.


CMYK: 0, 44, 100, 0

RGB: 255, 159, 0

HEX: # 009F3D

CMYK: 0, 0, 0, 0

RGB: 51, 102, 53

HEX: # FFFFFF

CMYK: 73, 67, 66, 82

RGB: 18,18,18

HEX: # 121212

srssa

Srssa’s branding is modern, minimalist and industrial. Srssa is not just an LED

company but a firm that deals in architecture, interior design and graphic design. In the

spaces they’ve designed they have created various high-end, beautiful LED installations.

The firm’s logo features the firm owners’ last names ‘Smallwood, Reynolds, Stewart,

Stewart’ in a simple, white san-serif typeface for a modern feel. The firm’s grounding

colors of white and gray are complimented by a primary red and blue that recalls the

basics of color while adding a more artsy feel. The website is very graphic and

grid-based, as expected of a design firm and design principles.

CMYK: 0, 99, 97, 0

RGB: 237, 27, 36

HEX: # 009F3D

CMYK: 0, 0, 0, 0

RGB: 51, 102, 53

HEX: # FFFFFF

CMYK: 73, 67, 66, 82

RGB: 18,18,18

HEX: # 121212

CMYK: 97, 81, 48, 58

RGB:1, 31, 57

HEX: # 009F3D

starfire lighting

Starfire Lighting’s branding is modern and bold. The company deals in high-end

architectural lighting. Their colors are red, white and a light gray that conveys energy

and simplicity at once. The firm’s logo is true to it’s namesake with a spark coming

from the i and is very industrial. The firm’s site is simple and easy to navigate in order

to highlight both the product and the logo. Their products are true to their branding

modern and bold.

CMYK: 0, 99, 97, 0

RGB: 237, 27, 36

HEX: # 009F3D

CMYK: 0, 0, 0, 0

RGB: 51, 102, 53

HEX: # FFFFFF

CMYK: 1, 1, 1, 0

RGB: 250, 250, 250

HEX: # 121212


Umi’s brand is modern, fresh and organic. We as a

company strive towards the future while still focusing

on what nature has to offer and Umi’s brand design

reflect such. Umi’s primary logo includes both a

symbol and logo type. Umi means ocean in Japanese

and the logo symbol represents this with an abstract

wave mark. This wave-like curve is also mimicked in

the shape of the product adding to a natural yet fresh

feel. San-serif, lowercase avenir and grey evoke a

clean, modern feel in the logo type that signifies that

Umi is pushing towards the future. Blues and teals

make up Umi’s primary color palette while secondary

colors of purple, green and yellow provide contrast

with the primary color palette while harking back to

an organic, natural image.

intro 34

symbol logotype

logo 35

one line

two line

alternative

illuminating the new wave of business


illuminating the new wave of the business



illuminating the new wave of the business

one line

two line

alternative

white space 36

what not to do 37

no tilting

do not putsymbol below/after logo type

no outlines

Avenir 35 Light:

ABCEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Avenir 55 Book:



Avenir 65 Heavy:



Avenir 95 Black:



Garamond:



Garamond Bold:



Garamond Italic:



primary typefaces secondary typefaces

typography 38

colors 39

primary colors

CMYK: 77, 76, 3, 0

RGB: 88, 65, 160

HEX: # 5855A0

PANTONE: 7455

CMYK: 0, 0, 0, 40

RGB: 167, 169, 172

HEX: # A7A9AC

PANTONE: 7543

CMYK: 3, 0, 68, 0

RGB: 254, 245, 111

HEX: # FCF175

PANTONE: 101

CMYK: 25, 0, 100, 0

RGB: 205, 245, 3

HEX: # CADB2A

PANTONE: 389

secondary colors

CMYK: 86, 60, 18, 2

RGB: 52, 145, 175

HEX: # 336699

PANTONE: 653

CMYK: 0, 0, 0, 20

RGB: 209, 211, 212

HEX: # D1D3D4

PANTONE: 5455

CMYK: 0, 0, 0, 60

RGB: 128, 130, 132

HEX: # 808284

PANTONE: 444

CMYK: 66, 13, 0, 0

RGB: 60, 175, 228

HEX: # 3CAFE4

PANTONE: 2985

media options: brochure 40


Front &

Back


Umi Lighting Systems is changing the looks of lighting.

Throughout much of the 21st century, Compact Fluorescent

Lights have become the standard in office lighting. New, innovative

technology in solid state lighting has allowed for the advancement

of the standard day to day lighting options. For top tier businesses,

desiring more than the standard, Umi Lighting Systems are a

revolutionary new lighting structure. The product serves to reduce

the cost of lighting in any room through the use of LEDs and

silicone light dispersion material, while improving aesthetic

appeal. This system has the ability to provide ambient as well

as task lighting to the user through the implementation of optics

in the silicone sheets. The silicone strands are wave-like in design

and weave in and out from each other

The remote control for Umi is a touch screen tablet

computer. The remote interface lets you control the color,

brightness, individual LED control. It is removable from its

recharging wall mount so the user can be closer to Umi for

better control.

The LED is projected perpendicular to the edge of the

silicone for maximum light utilization. Clips hold the

LED assembly to the extruded aluminum support so

each individual LED can be replaced as needed.

The side profile of Umi with the optional hanging focus

light. At the ends of Umi, there is an acrylic support to help

keep the aesthetic. The focus lighting mimics of the organic

nature above.

The hanging focus lights can be moved to a location where

the user would like to add a extra light. It can be placed over

a kiosk or a navigation sign. This is an optional add-on and

can be purchased at any quantity.

Center

media options: website 42

check out the live website at varbogast.com/umi

media options: trade show exhibit

implementation timeline 46

implementation strategy justification

After a functional design is created a full-scale prototype is only a scaled model, which should at most take

about two months. Then after about a month of testing another month may be required o redevelop the

prototype to include any design alternations after which the design will be finalized. With a finalized

prototype we will begin filing for a patent which will take a year. Having a final product in hand, ad and

marketing material will be designed based on a predefined target market. This should take about one and a

half months. At that point we will begin to run ads to generate public awareness of the product, meanwhile

finalizing manufacturing and distribution networks. This will take place over the course of three months.

Within the next two months the first product sale will occur and twenty additional sales will hopefully be

achieved within the next year. By the end of 2014 we hope to have expanded out of Arizona by making our

first out of state sale. Within another year Umi product sales will have expanded to include at least ten states.

8/20/2011create a team define the problem

9/15/2011identify multiple solutions

11/20/2011umi, quorra, prodolum

9/3/2011find pogs

10/15/2011develop concept ideas

12/15/2011research concepts for validity

1/20/2012decide on one conceptumi

4/25/2012build functional model/aesthetic modelresearch commercialization opportunities

3/1/2012finalize product concept

9/1/2012refine prototype

10/15/2012design marketing/ad campaign

3/1/2013setup manufacturing/distribution

5/1/2014achieve 20 sales in arizona

7/1/2012develop full scale prototypebegin testing

10/1/2012finalize prototypefile for patent application

12/1/2013run ads/seek partners

5/1/2013first product sale (arizona)

12/1/2014first interstate sale

12/31/2015sales in 10 states

BUSINESSDELIVERABLES

industry/market information

“ Three big companies: Koninklijke Philips Electronics,

OSRAM-Sylvania, and GE dominate the market. ”

The global lamp market includes hundreds of small lamp producers that specialize in

producing one type of lamp, but three big companies: Koninklijke Philips Electronics,

OSRAM-Sylvania, and GE dominate the market. Other companies have placed them-

selves as integrators of the LED technology by providing different lighting solutions to

the end consumer. One such company is Color Kinetics, which started the development

of intelligent LED systems that are networked and require a lighting control provider to

produce an effect in reaction to sound, movement, or rhythm.

There are some problems associated with the lighting industry. The industry suffers

from a lack of demand for innovative and advanced technology products, while also

seeing dwindling profit margins and slow market growth. An additional problem arises

because of the lighting industry’s relationship with the construction industry. For many

construction projects the project managers focus on low initial investment options for

their projects and disregard the long-term benefits that a higher initial capital outlay

could achieve. Therefore, many of the more technologically advanced lighting solutions

are never utilized because of their higher up-front cost.

According to an industry report from HighBeam Business, the lighting industry will

experience about 4.8% growth moving forward as the economy begins to recover. By

2014, it is predicted that commercial lighting in the United States will amount to

$21.9 billion annually. However, the report also states that once LED technology as

sufficiently dropped in price and saturated the market the overall lighting market will

shrink due to the longevity of LED lighting systems. LED lighting systems currently

average about 50,000 hours, but with improvements in heat management technology

LEDs can easily last over 100,000 hours, that is nearly 11.5 years of continuous 24/7

use. Therefore, once LED lighting systems are implemented in a majority of the market

these systems will not require replacement for decades causing an overall slowdown in

the lighting market. At that point the lighting market will see a shift towards the pro-

duction of replacement components.

“ By 2014, it is predicted that commercial

lighting in the United States will amount to $21.9

billion annually.”

dow corning swot 52

Established in 1943

7000+ products

Sustainable initiatives/product development

Rapid growth in sales

Global Presence

Leader in Silicone Production

Need to improve efficiency

Inability to sell business to consumer

Reliance on joint ventures could cause problems and allows valuable information to leak out of the

Third world countries need basic lighting

Developing countries for infrastructure development and mid-level products

Basic building materials and other solutions for daily life that are long-lasting as well as consistently

strengths weaknesses opportunity threats

Rising raw material costs

Rising energy costs

The purpose of this project is to create products for the future of sustainable

illumination. Lighting is an essential condition for survival, and is extremely valuable

for a variety of purposes. Light is an essential condition for survival, and has earned

its value from a variety of purposes. The unique properties of Dow Corning’s silicone

materials can have several uses in the lighting industry, especially for the needs of the

LED (Light Emitting Diode) market. Dow Corning has created a variety of coatings,

gels, encapsulates, adhesives, and conductive materials for LED applications.

Utilizing Dow Corning’s materials, Team Spark will attempt to develop sustainable

illumination for home, office, and mobile applications. The potential savings from

increasing the efficiency of lighting technologies is enormous since 20 to 50 percent

of total energy consumed in homes and offices is for lighting. Team Spark will

work to produce technologies that will meet the needs for ambient, accent, task and

focus lighting for households. For the office space our team will focus on developing

technologies that meet the needs of office workers of different industries. In regards

to mobile applications our team will focus on increasing the efficiency and

effectiveness of lighting in automotive interior lighting, cell phone flash modules

and especially emerging liquid-crystal display (LCD) backlights.

“ The purpose of this project is to create

products for the future of sustainable illumination. ”

dow corning 53

competitors 54

Essen, Germany

Tokyo, JapanGainesville, Florida

Liaoning, China

Columbus, Ohio Lyon. France

Midland, Michigan Munich, Germany

company headquarters company headquarters

“ Umi is a product that will be catered to innovative

and higher end businesses with needs beyond just

basic lighting. ”

Umi is a product that will be catered to innovative and higher end businesses with

needs beyond basic lighting. Other potential clients include: museums, art galleries,

high end retail stores, hotels, and possibly clubs. The product is highly customizable in

regards to the size of the installation, the optics desired in the silicone for varied light

distribution, and in regard to the color/hue of the emitted light. Our company will

operate under a business to business model because all of our product installations will

be for commercial use. At this time Umi will not be targeted at the residential market.

Ideally, Umi will be installed in new buildings under the supervision of both the

architect and our company’s technicians, although outside contractors could also

perform this installation. However, Umi product lines will also be developed that

can be used in place of existing lighting systems although it would not be a simple

replacement. Instead the majority of the ceiling in the desired room(s) will have to be

removed in order to incorporate the silicone material and Umi specific support beams.

marketing strategy 56

In order to get exposure to the market, Umi will be displayed at trade shows, lighting

conventions, and primarily through our partnering architecture firms. Two trade

shows that will be target immediately are the “Strategies in Light” and “Light Fair

International.” Trade shows and lighting conventions will allow potential clientele to

both see the Umi product and witness its functional/artistic design. Additionally, these

events will allow our company to network and find additional suppliers, distributors,

or partners. The Umi lighting system will also receive attention when it is installed in

prominent business/hotel lobbies where the high foot traffic would allow thousands of

people to see the unique design. Additionally, partnering with architectural firms which

will display Umi in their catalogs as a new alternative and energy efficient lighting

system is another possible promotional avenue. These architectural companies will also

be able to showcase any current buildings that have incorporated the product. The

potential for co-branding with architectural firms is enormous especially if Umi’s

design and the building’s design complement each other.

“ In order to get exposure to the market, Umi will be

displayed at trade shows, lighting conventions and

primarily through our partnering architecture firms. ”

marketing strategy 58

“ Half page ads for the Umi lighting system will be

bought in lighting journals, but also in business

magazines such as Forbes, Bloomberg, and Fortune. ”

Some other promotional avenues that will be utilized include web traffic and

magazines. The Umi lighting system will be showcased on our company website. Here

potential customers can learn more about the product and find our company’s

contact information if they decide to make an order. Half page ads for the Umi lighting

system will be bought in lighting journals, but also in business magazines such as

Forbes, Bloomberg, and Fortune. Placing ads in these magazines will hopefully

generate additional awareness for the Umi lighting system and could result in sales

when top executives see the ads.

As a high end product Umi will naturally be relatively expensive. Due to the dual

silicone layers as well as many LEDs the product will have a high material cost. Also

due to the varying sizes of businesses and rooms the product’s actual cost will vary

immensely based on the size of the installation. A 10x20 foot conference room would

have costs around $26,000 due to the cost of silicone involved ($300 per kilo, multiple

high brightness LEDs, professional installation, and custom build to fit the room). For

larger rooms such as a hotel lobby, or museum exhibit the cost of the installation will

increase at the same rate as the square footage.

However, in order to entice our clientele to implement our product in multiple rooms/

facilities we will have pricing discounts based on quantity ordered. For example, if

you have already purchased one application of Umi you will be given a discount on

installation on any additional/future installations. Also, if the consumer purchases

multiple applications at the same time they will receive a further discounted price for

each additional application (i.e. 5%, 8%, 10%, 12%, etc.) Finally, our company will

provide incentives to any of our customers who bring in additional users. Example

incentives may include a further discount on any future purchase, a free year of

extended maintenance warranty, or cash back.

“ Also, if the consumer purchases multiple

applications at the same time they will receive

a further discounted price for each additional

application (i.e. 5%, 8%, 10%, 12%, etc.) ”

sustainability strategy 60

Umi is a revolutionary form of lighting system that also functions as an art piece. This

product is sustainable in a number of ways. First, due to the use of LEDs and silicone

to diffuse the LEDs’ light the user will experience dramatic energy savings over any

current lighting system. This results in less electricity consumption, which means less

pollution on the electricity generation end. Additionally, Umi has sustainability in mind

by being a product made entirely of materials that are environmentally friendly. Unlike

CFLs, Umi contains no hazardous mercury that must be disposed of in a special manner

due to its toxic nature.

However, silicone although very durable is prone to damage, abrasions, or tears. To

avoid such calamities the Umi lighting system turns to nature for the answer. One

example of almost infinite life are Sequoia trees. These trees can easily be thousands

of years old and rarely if ever have died of natural causes. Instead these trees generally

meet their end from soil erosion because they are almost impervious to pests, rot, and

forest fires. The secret of the sequoia trees is their two foot thick bark that provides an

incredible layer of defense for the tree. Even multiple extreme forest fires cannot break

through this bark. The Umi lighting system will attempt to replicate this process for its

“ Unlike CFLs, Umi contains no hazardous mercury

that must be disposed of in a special manner due

to its toxic nature. ”

silicone light dispersion material. The silicone sheets will be protected on the

bottom by a clear acrylic sheet, while the top is protected by a white styrene sheet.

These hard plastic sheets will provide support as well as protection from bumps,

scratches, abrasions or tears. This will ultimately reduce the need for replacement parts

and significantly lengthen the product’s life.

The styrene and acrylic sheets will be shipping from Dow Chemical to Dow Corning.

The sister companies are less than four miles apart making shipping extremely simple.

At Dow Corning the acrylic and styrene sheets will be placed on either side of the

important silicone sheets. These combinations will then be packaged as “ready-made”

panels, which will then be directly mounted into the Umi support structure at the final

location without any additional construction. Packaging all of these layers together in

this fashion reduces the possibility of damage to the silicone during transport. This

will ultimately save a lot of money because every silicone panel has a material cost of

about $450. Damage to the silicone sheets would be very expensive, whereas damage

to either the styrene or acrylic sheet would cost less than $10. The biomimicry inspired

protection system for the silicone panels will overtime save our company thousands of

dollars in potentially damaged goods.

“ The sister companies are less than four miles apart

making shipping extremely simple. ”

sustainability strategy 62

To achieve success Umi will require business partners. Inspired by nature’s symbiotic

relationships, I looked at the symbiotic relationship between ants and a plant that grows

hollow spines, which utilize the Evolve to Survive Life’s Principle. The spines are used

by the ants for housing, while the ants protect the plant from predators. This symbiotic

relationship is beneficial to both parties involved. I hope to create a similar mutualism

with my company that produces the Umi lighting system. We will create a mutualism

between ourselves and a “partnering” architectural firm. It is our hope to have the

architectural firm design Umi into new structures for its clients.

The architectural firm will benefit from this by receiving a commission or for each

Umi lighting system sold. Additionally, the architectural firm receives the benefit

of Umi’s energy saving ability, making it an ideal addition to any LEED certified

building. Umi lighting systems could prove to be a valuable asset to the architectural

firms utilizing its design. With the increasing number of LEED certified buildings

and growing focus on sustainable development, Umi lighting systems will become

recognized for its unmatched efficiency in lighting. In the future, our company will also

promote the Umi lighting system to LEED groups/consultants to increase awareness

of the potential energy savings associated with the use of our lighting system.

Currently, we will seek to have the US Green Building Council, which oversees the

LEED program, recognize and broadcast that sustainable benefits associated with

the Umi lighting system.

The Umi lighting system is a product that will be built into a building’s

architecture through the use of Umi specific support beams. The majority of the

product components will be transported from their individual manufacturing sites to

the installation site via semi-truck, where the product will be built into the building’s

architectural framework. As mentioned before the acrylic, styrene, and silicone sheets

will be packaged together at Dow Corning and will be transported from there to the

installation site. All of these components will be shipped by FexEx to the installation

site utilizing FedEx’s Freight Priority shipping option. This would allow the Umi

Lighting System to be delivered to the installation site in about three days.

As previously mentioned, our company will seek to partner with architectural firms

and future LEED groups to create additional sales avenues and product awareness.

Potential partners include top architectural firms such as Skidmore, Owings & Merrill,

HOK, Perkins+Will, and Rafael Vinoly Architects that specialize in designing high-end

commercial buildings and green designs will be ideal partners. These firms can advise

clients to adopt the Umi Lighting System into their new buildings and will receive a

percentage of each sale.

“ The Umi lighting system is a product that will be

built into a building’s architecture through the use

of Umi specific support beams. ”

partners and distribution

financial plan 64

Installation: $500.00

Shipping: $1700.00

Tablet: $200.00

Aluminum: $2000.00

LEDs: $160.00

Styrene: $100.58

Acrylic: $107.42

Silicone: $5339.09

cost of goods analysis for 12.5 x 10.5ft

*For all of these graphics put a footnote or something on the page saying to refer to the

business binder for how these numbers were derived.

$0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000

Year 4

Year 3

Year 2

Year 1

Sales

$0 $100,000 $200,000 $300,000 $400,000 $500,000

Year 4

Year 3

Year 2

Year 1

Net Profit

income projections

sales projections

rollout timeline 66

8/20/2011create a team define the problem

9/15/2011identify multiple solutions

11/20/2011umi, quorra, prodolum

9/3/2011find pogs

10/15/2011develop concept ideas

12/15/2011research concepts for validity

1/20/2012decide on one conceptumi

4/25/2012build functional model/aesthetic modelresearch commercialization opportunities

3/1/2012finalize product concept

9/1/2012refine prototype

10/15/2012design marketing/ad campaign

3/1/2013setup manufacturing/distribution

5/1/2014achieve 20 sales in arizona

7/1/2012develop full scale prototypebegin testing

10/1/2012finalize prototypefile for patent application

12/1/2013run ads/seek partners

5/1/2013first product sale (arizona)

12/1/2014first interstate sale

12/31/2015sales in 10 states

suppliers and vendors 68

The most important supplier in creating the Umi Lighting System will be Team Spark’s

sponsor Dow Corning Corporation. Dow Corning is a world leader in producing high

quality silicone products. Recently, it developed a new silicone formula that allows for

the production of optical grade silicone material. Sheets of this new silicone material

are what make the Umi Lighting System possible because the silicone utilizes the unique

light dispersion ability of LED lights. Since each installation of the Umi Lighting

System is unique, silicone for each installation will be individually sourced from Dow

Corning Corporation.

Another important component in the Umi Lighting System are the LEDs.

Depending on the customer’s needs white, or red, green, and blue will be required.

The development of LEDs is still a relatively new field and therefore a large spread

exists in the quality of LEDs produced. Since the Umi Lighting System is a high

quality product meant for top tier clients, we will also seek out the highest quality LEDs

possible. Therefore, LEDs will be sourced from CREE, Inc. which is one of the most

established producers of LED chips and high power LEDs. An alternative supplier of

LEDs is Phillips because of the company’s long standing history in the lighting industry.

“ The most important supplier in creating the Umi

Lighting System will be Team Spark’s sponsor Dow

Corning Corporation. ”

On top of the silicone sheet there is a white styrene sheet that serves to reflect light

downward and underneath the silicone sheet is a clear acrylic sheet. Both the acrylic and

styrene protective sheets will be sourced from Dow Chemical located just a few miles

from Dow Corning. Once produced these sheets will be shipped to Dow Corning where

they will be packaged around the silicone sheets serving to already protect the delicate

silicone sheets during transport to the final destination.

The Umi Lighting System control panel is a tablet with a very simplistic operating

system, since its main purpose is to only control color hue, brightness, and on/off

functions. This tablet will be manufactured at Ponoko, a company that specializes in

making custom designs. Ponoko would enable Team Spark to make the tablet to the

desired specifications and at a lower cost than purchasing a fully functional tablet.

The least critical material in the Umi Lighting System is the material used to construct

the customized support structure. Light weight aluminum will be the standard material

used for the support beams, but the customer can choose to use a different metal alloy

as a customizable option. Ideally the aluminum would be sourced from Alcoa, one of

the world’s largest integrated aluminum producers. Umi Lighting Systems use a custom

clip design to support the acrylic, silicone, and styrene sheets that must be shaped.

The ordered aluminum will then either be shaped by Alcoa or a separate third party

manufacturer. The completed aluminum parts will then be sent directly to the site

where the new Umi Lighting System is to be installed.

suppliers 70

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ENGINEERINGDELIVERABLES

product function tree 74

Umi uses silicone to diffuse light through an office building

Services as office’s light

source

Innovative Design Diffuse Light Perform Consistently Communicate Conditions

Scribe pattern (light

protrusion)

Drop-down fixtures

Structure promotes diffusion

Won’t work correctly

Control panel notifies

Serves as a work of art

Correct scribe

pattern

Protection of silicone

Hides blandoffice ceiling

Correct LED

placement

Unwanted light

protrusion

product specification sheet 75

Changes D/W Requirement Responsibility Source

D Diffuse light through silicone Design Team Sponsor

Geometry

3/6/12 W Length: 6’-12’ Design Team Standard W Cross-section: Rectangular, 0.5”-3’ Design Team Standard

Forces

D Compressive/Tension < 50 lbs Engineer Text

Light Optimization

4/3/12 D Create scribe pattern for light protrusion Engineer Text

product specification sheet 76

Materials

D Diffuses light after 20,000 uses Engineer Team W Stiffness= ± 5% for 20 ° F - 110 F Design Team Standard

Maintenance

W LEDs last 50,000 Operating hours Design Team Standard W Adjustable attachments for easy cleaning Design Team Standard

Safety

11/20/11 D Operating range: 60 ° F - 80 ° F Design Team Manager W Retain shape after 100,000 operating hrs Engineer Text 2/5/2012 D Insert fuses to prevent electrical fire Engineer Text

product architecture 77

Power supply Control Panel

Distribution Box

Light Source

Protection ofsilicone

LightExtraction

Modified I-Beams

Frame (structural support)

Silicone Sheets (light guide)


To start with the component functionality, the power source will power the LED

lights. Wires and resistors are inserted into the circuit along with the LEDs to create

a successful electrical stsyem. The LEDs will then be set in the vertical wall of the

aluminum attachments that slide onto the beams. The LEDs will be sitting flush

against the cross-section of the silicone sheets (light guides), which will diffuse the

light throughout the silicone. The beams will support most of the product loading and

are fastened to the beams and ceiling using nuts and bolts. The ceiling components will

be placed in many locations and made of steel piping, adding to structural support

and allowing for electrical wiring to be hidden. The design team will apply the most

effective scribe pattern, which will be introduced to the silicone after casting of the

silicone sheets. Lexan will then be applied to on both sides of the silicone to protect the

delicate silicone. A reflective material called Mylar will be placed on the top side of the

silicone to reflect all light downward. The scribe pattern allows for the most effective

light protrusion perpendicular to the ceiling and produce light in any desired area.

The LED lights will be wired to a power source, which will provide electricity and

fuel the entire product. Resistors will be wired into the circuit to create the necessary

“ The scribe pattern allows for the most effective light

protrusion perpendicular to the ceiling and produce

light in any desired area. ”

resistance needed for the LED’s voltage and current requirements to be met and

avoiding LED failure. These internal components and wiring will rest on the top side

of the thin aluminum beams. These internals will be exposed for easy maintenance,

yet hidden and won’t be seen by the product user all at the same time. This is because

from underneath the product, no internals like wires and resistors can be seen but when

maintenance or cleaning is necessary above the product elevation no disassembling is

needed at all. The LED lights will be placed into perfectly sized holes drilled into the

vertical wall of the beam’s universal attachment. This universal attachment has the

ability to fit onto any one of the aluminum beams and at any location, but it must

attach to the vertical wall of the beam.

The LEDs will fit snug into the hole in the attachment, exposing the bulb part of the

LED and keeping the wiring connection hidden. The same size holes will be drilled

into the cross-section of the silicone, and in the same location as the LEDs. When the

product is assembled, the silicone sheets placed into the beam attachments produce a

puzzle-like fit between the LEDs and the silicone sheets. Once the scribe pattern has

been applied to the silicone, the silicone sheets will be fastened down using clamps,

“ The LED lights will be placed into perfectly sized

holes drilled into the vertical wall of the beam’s

universal attachment. ”


similar to vice-clamps, built on the top of the beams universal attachments. These

clamps provide the desired fit without using harmful/unreliable adhesives and glues.

The aluminum beams will support the weight of the light-guide silicone and all of the

other components of the product. Steel cylindrical piping is used to connect the beam

to the ceiling every 5 feet. The pipe bolts down to the beam and is can be attached to

the ceiling in many ways (bolted, tri-pod, clamp, etc) depending on the ceiling itself.

There should be no interference with any of the component fittings. The clamps allow

for extra room and then to be fastened down into place. All the electrical components

will rest comfortably on top of the beam structure. The pilot holes for the LEDs to sit

in will be measured and once the dimensions are known, these holes will be placed as

needed, since all the LEDs have the same dimensions.

Three beam structure/attachment systems were designed and compared thus decid-

ing which design produced the best product. The beam structure/attachment system

was one of the most important sub-systems, since the rest of the product components

would fall right into place, with respect to the design, once the beam structure and at-

tachment design were developed.

In our original design the structure is great because the actual steel I-Beams are very

easy make or purchase and they are very strong. This design does not allow for the

electrical/product components to be hidden, which is not aesthetically pleasing to the

customers. This design could also pose as a safety hazard.

This new I-Beam design is more lightweight and also provides plenty of room to hide all

electrical components for design except the protruding LEDs. Welding and making the

attachment system for the beam easy and fast allowing design freedom. This choice is also

cheap due to the material saved over the first option. A down side is this design is very hard

to fabricate, which means time and money. It also makes fastening the protective layers and

silicone difficult without adhesives. This makes the product either permanent or prone to

failure. Attaching the drop-down fixtures for this design is more challenging because the

curved bottom weakens the overall beam, putting this model’s overall structural safety

in jeopardy.

The last I-Beam structure, shown above, is actually nothing like an I-Beam at all and has been

newly engineered to negate some of the other design’s disadvantages. The beam is made of

aluminum and has an exposed top, which is very beneficial to the product design since it

minimizes the material used. Since the beam is made of aluminum it is very lightweight,

especially with the minimal material used. The beam uses a universal attachment for non-

permanent method of component attachment. The protective layers and silicone actually sits

between supports on the universal attachment piece that clamps the light guide into place.

The clamps allow for the structure to have the ability to be retro-fit since it is moveable.

Once clamped, the silicone virtually cannot come loose ensuring safety without damaging the

product at all. The electrical components will rest on top of the structure so it cannot be seen

from below. This also means that any electrical maintenance is very quick and easy. On the

other hand the design of the universal attachment is elaborate and is more difficult to

fabricate. Since it is also curved in every place, connecting the drop-down structure to the

beam is difficult.

morphological chart 82

Silicone

Silicone Silicone

Beam

Silicone Silicone Silicone

LED LED LED

Silicone

Protection

Silicone

Protection

Solution 1 Solution 2 Solution 3

Scribe Pattern (Light Protrusion)

Silicone Attachment to Beams/Support

Correct LED Placement

Protection of Silicone

ONOFF

Solution 1 Solution 2 Solution 3

Product Attachment to Ceiling

Control panel operated

Drop Down Fixtures (Optional)

bill of materials 84

Components Qty Cost (each) Weight (lbs) Material Description Source

Main Support Beam (Modified I-Beam) 9 $125 80.8 Aluminum 10’ long: LED & component housing Industrial Metal Supply (IMS)

Universal Attachment: Lower support 24 $40 7.6 Aluminum Lower part of silicone clamp IMS

Universal Attachment: Upper support 24 $10 1.5 Aluminum Upper part of silicone clamp IMS

Light Emitting Diodes (LEDs) 24 $15 N/A N/A Provide light Fry’s Electronics

Light Guide Silicone 18 $100 16.1 Silicone Light diffusion Dow Corning

Lexan 36 $40 8.93 Lexan Protection of silicone Lowe’s

Mylar 18 $10 0.45 Mylar Reflect light downward Home Depot

Bolt 180 $0.20 0.1 Steel Attachment of components Home Depot

Nut 180 $0.15 0.05 Steel Attachment of components Home Depot

End Cap 18 $15 0.15 ABS Plastic Close end of beam Dr. Ampere Tseng

Drop-Down fixture (optional) 4 $100 9.76 Silicone Manipulation of light Dow Corning & Home Depot

Steel Piping 18 $5 13.2 Steel Attach beams to ceiling Home Depot

Resistors 6 $2 0.05 N/A Create correct voltage Fry’s Electronics

Wires 300 ft. $15 5.5 Copper Allow flow of current Fry’s Electronics

Cutoff Support 6 $15 0.3 ABS Plastic Additional Support Dr. Ampere Tseng

proof of concept prototype 85

Power Supply

12.5 “

6” 9”

11.5”

13.75”

reasonable and justifiable social and environmental claims 86

“ Technology today has changed the way of life for

almost every person in some way or another. ”

Technology today has changed the way of life for almost every person in some way or

another. It is no secret that the technological advancements made in recent decades

are becoming more and more extraordinary and more and more common. These

advancements and inventions have become part of our every day routine. Since

technology has improved nearly every facet of our lives, we have begun to rely on

these advancements and would feel lost without them. Imagine living in a house

without electricity? Imagine living in darkness half of the day? Most of technology

today relies on electricity, and the energy used to power these technologies must

come from somewhere. Since society has pretty much become dependent on the

technologies of today, energy consumption has increased exponentially and doesn’t

seem to be changing any time soon. This dependency is beginning to take its toll on

our environment, so we have created a product that allows for all the same benefits

as before but will reduce the negative effects. Umi uses “light guide” silicone to

maximize the utilization of the light produced by high efficiency LEDs by turning

directional light into lighting an entire room, by taking advantage of the light-guide

silicones properties.

Umi is a product that will replace the conventional ceiling lighting systems used by the

majority of businesses today. Most businesses use incandescent light bulbs, which are

“ Umi utilizes light emitting diodes, LEDs, as the

source of light for the system. ”

extremely inefficient and have a very short life span of about 1000 operational hours.

Incandescent light bulbs are actually better heaters than they are a light source since

90% of the energy used to power an incandescent bulb comes off as heat, while only

10% of the energy actually lights the bulb. This seems like an unnecessary waste of

energy. Umi utilizes light emitting diodes, LEDs, as the source of light for the system.

LED lights provide a major sustainable upgrade because of their high efficiency and

long life span. LEDs last about 50,000 operational hours, which equates to about 4 to 5

years before the bulbs need to be changed. They are also extremely small in size,

ranging in diameter from 2-6 mm.

Although LEDs are an integral component in the product, the most important

component of the product is the Dow Corning developed silicone. This silicone is

known as “light guide” silicone because of its special material properties. This

particular silicone is remarkable due to the molecular make-up. Light diffuses evenly

throughout the material when light is shined into the cross-section of the silicone.

It is completely clear which allows for the light to be emitted most efficiently. LEDs

are the perfect lighting component to compliment the silicone to provide a more

environmentally friendly lighting system. No matter the shape or size of the silicone,

the diffusion of light is uniform unless there is a sudden change in light guide direction.

reasonable and justifiable social and environmental claims 88

“ Umi provides numerous benefits to the

environment and to society by merely utilizing

materials and components properly. ”

The guide is flexible allowing for nonlinear shapes and curves to be used as a benefit

if light needs to be directed around a corner for example. Also, light will also be

extracted from the silicone if any imperfections or is damaged (nicks, cuts, etc.) is

present. This technique can be intentionally created and used as another method of

light manipulation for the user’s benefit.

Umi provides numerous benefits to the environment and to society by merely

utilizing materials and components properly. The energy used to power only light is

extraordinarily high all throughout the world, and on top of that, a large amount of

that light is wasted because of poor utilization. Using light-guide silicone and energy

efficient LEDs, only a fraction of current energy consumption is needed to provide the

lighting performance.

BIOMIMICRY DELIVERABLES

biomimicry: visual communication design 92

Hardware LEDs

Side view

Top View

Hexagons can be found many

places in natures. Plants incorporate

tetrahedral elements that can be stacked

in hexagonal container, creating an

efficient and compact stacking system.

Bee hives are a repeated honeycomb

(hexagonal) shape that stack together

efficiently to create the hive. From

these inspirations I derived a hexagonal

packaging system that is easy to stack so

several components can be transported

at one time in the most minimal space.

Umi has multiple components that range

from big to small and it’s important to be

able to transport them all together. Each

hexagonal box is a kits of sort, packag-

ing the main sheets in the center and the

LEDs and hardware in compartments on

either end of the box. The same pattern

is repeated in the boxes that hold the

i-beams and drop down fixtures.

In nature, birds that are bigger

(stronger) with bright plumage can

attract mates more easily than their

smaller counterparts in some bird

species. In the hexagonal packaging kits

I’d developed a system. The i-beams

boxes are the biggest and brightest and

what goes up first, thus what I want to

attract the installers attention first and

signify the first thing to install. This

is followed by the slightly smaller and

darker sheets boxes and finally the drop

down boxes.

biomimicry: business 94

Umi is a revolutionary form of lighting system that also functions as an art piece. This

product is sustainable in a number of ways. First, due to the use of LEDs and silicone

to diffuse the LEDs’ light the user will experience dramatic energy savings over any

current lighting system. This results in less electricity consumption, which means less

pollution on the electricity generation end. Additionally, Umi has sustainability in mind

by being a product made entirely of materials that are environmentally friendly. Unlike

CFLs, Umi contains no hazardous mercury that must be disposed of in a special manner

due to its toxic nature.

However, silicone although very durable is prone to damage, abrasions, or tears. To

avoid such calamities the Umi lighting system turns to nature for the answer. One

example of almost infinite life are Sequoia trees. These trees can easily be thousands

of years old and rarely if ever have died of natural causes. Instead these trees generally

meet their end from soil erosion because they are almost impervious to pests, rot, and

forest fires. The secret of the sequoia trees is their two foot thick bark that provides an

incredible layer of defense for the tree. Even multiple extreme forest fires cannot break

through this bark. The Umi lighting system will attempt to replicate this process for its

“ Unlike CFLs, Umi contains no hazardous mercury

that must be disposed of in a special manner due

to its toxic nature. ”

silicone light dispersion material. The silicone sheets will be protected on the

bottom by a clear acrylic sheet, while the top is protected by a white styrene sheet.

These hard plastic sheets will provide support as well as protection from bumps,

scratches, abrasions or tears. This will ultimately reduce the need for replacement parts

and significantly lengthen the product’s life.

The styrene and acrylic sheets will be shipping from Dow Chemical to Dow Corning.

The sister companies are less than four miles apart making shipping extremely simple.

At Dow Corning the acrylic and styrene sheets will be placed on either side of the

important silicone sheets. These combinations will then be packaged as “ready-made”

panels, which will then be directly mounted into the Umi support structure at the final

location without any additional construction. Packaging all of these layers together in

this fashion reduces the possibility of damage to the silicone during transport. This

will ultimately save a lot of money because every silicone panel has a material cost of

about $450. Damage to the silicone sheets would be very expensive, whereas damage

to either the styrene or acrylic sheet would cost less than $10. The biomimicry inspired

protection system for the silicone panels will overtime save our company thousands of

dollars in potentially damaged goods.

“ The sister companies are less than four miles apart

making shipping extremely simple. ”

biomimicry: business 96

To achieve success Umi will require business partners. Inspired by nature’s symbiotic

relationships, I looked at the symbiotic relationship between ants and a plant that grows

hollow spines, which utilize the Evolve to Survive Life’s Principle. The spines are used

by the ants for housing, while the ants protect the plant from predators. This symbiotic

relationship is beneficial to both parties involved. I hope to create a similar mutualism

with my company that produces the Umi lighting system. We will create a mutualism

between ourselves and a “partnering” architectural firm. It is our hope to have the

architectural firm design Umi into new structures for its clients.

The architectural firm will benefit from this by receiving a commission or for each

Umi lighting system sold. Additionally, the architectural firm receives the benefit

of Umi’s energy saving ability, making it an ideal addition to any LEED certified

building. Umi lighting systems could prove to be a valuable asset to the architectural

firms utilizing its design. With the increasing number of LEED certified buildings

and growing focus on sustainable development, Umi lighting systems will become

recognized for its unmatched efficiency in lighting. In the future, our company will also

promote the Umi lighting system to LEED groups/consultants to increase awareness

of the potential energy savings associated with the use of our lighting system.

Currently, we will seek to have the US Green Building Council, which oversees the

LEED program, recognize and broadcast that sustainable benefits associated with

the Umi lighting system.

biomimicry: industrial design

Taking inspiration from the Phragrmites austalis plant, using tubes to help move the air from the center of the heat sink, to the outer, cooler area around it. With the air movement, it also creates pressure differences that also helps circulate air. Designed with diffrent angles to accomodate for airflow from most sides.

When we inhale, our lungs expand with the increase of air, this action also causes the alveoli in the lungs to increase surface area, allowing more oxygen to be transfered. Using this method, if we increase the surface area of heat sinks, would allow heat to be transfered faster and more efficently.

Surface Area: 5.7mm2

11.39mm2

12.09mm2

9.64mm2

13.04mm2

10.24mm2

(Current)

The above image depicts the reflective body surface of the Bupresid Beetle. This

beetle’s body surface reflects light at different wavelengths, therefore seemingly

changing colors depending on the angle of vision. This is possible due to the reflective

surface and different shapes and contours the shell of the beetle possesses. This was an

inspiration for the material Mylar to be used on the topside of the light guide silicone.

This material will reflect light back down onto the users. Coupling this with the scribe

patterns the light seen can be manipulated as desired.

biomimicry: engineering 98

The above image is of the portable casing around the Caddisfish for protection from

predators. The internal structure of the Caddisfish is fragile but utilizing the protection,

it is safe from being injured and even death. The silicone used for light diffusion in our

product is vital to the performance of the lighting system. Since silicone is easily

damaged, this scenario would create unwanted light protrusion thus weakening the

silicone sheets ability to diffuse light throughout the sheet. A Lexan casing is the

solution to this problem based off the survival technique of the Caddisfish. The Lexan

is clear and rigid, protecting the delicate silicone from damage during the shipping,

assembling, and maintenance processes necessary for the product.

Innovation Space Final Proposal

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