FCA Outreach

chrysler: extended internship

Goal: Inspire the next generation of automotive designers

Supervised by: Carly Edgemon & Tim Anness

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first iteration of workbooks being used in schools!

[what is it]

I created a set of educational tools for Fiat Chrysler Automobiles’ design outreach program.

why?

Many children don’t find success in traditional academia. When they fall behind, other interests (especially arts) get pushed to the back burner. Academic pressures continue at home, where many parents don’t even know that lucrative careers in art / design exist.
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For me, this project is all about exposing children, teachers, and parents to opportunities in automotive designs, especially for the creative minds that struggle in traditional school environments.

The full system

Many of these items are available in their entirety for free from the website; take a moment to explore!

sketchbook (exterior side)

sketchbook (interior side)

original materials

Originally the team used only a sketchbook with reference images (top) and “hero card” (bottom) when visiting schools and events.

info card (front)

info card (back)

Observations:

FCA = unrecognizable conglomerate
Overall highly corporate aesthetic
Unrelatable hi-fi drawings
Hyper-masculine aesthetic (sketchbook)
“Real” car focus; little future vision
Sketching only; no design thinking

insights

It’s discouraging for kids to compare their drawings to professional sketches
Design thinking starts with imagination, a talent that all children have
“FCA” is confusing—people recognize the brands, not the combined corporation

All about creative thinking; sketching is just one way to communicate!

approach

Focus on problem-solving & design thinking instead of sketching skills for younger kids
Use non-human character in the example for younger kids to enrich imagination and problem-solving
For older kids, use a future-facing real product as the example to put focus on future possibilities rather than technical reality
Utilize the letter shapes of FCA (square, circle, triangle) from the brand guidelines for a less corporate feel and easier future recognition
Align activity with Project-Based Learning requirements & STEAM objectives for easier classroom integration

Non-human character needs a vehicle totally different from what's on roads today

new program tagline: imagination is a career

new website look & feel

live site

www.FCAdrivefordesign.com

visit the live site to see the downloadable documents in full!

talking through prototypes with Jenn (interior design) and Carly (student relations coordinator) on a Saturday

codesign

It was crucial to get lots of feedback from the designers who would be using these materials out in the real world.

I considered them experts, stakeholders, and users all wrapped into one.

first time testing out the workbooks in a real school!

the new layout helped to clear up confusion

iterations

The first time the team took workbooks to a school, some kids got confused moving between example pages and their own designs.
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To the right, you can see how we updated the workbook’s flow after this insight.

covid-19 effects

FCA signed on to be the #1 sponsor for the 2020 National Arts Education Association conference, however due to the pandemic, the event was canceled. At the event, the team was set to showcase and distribute my designs to educators nation-wide.

& some final documentation

Final Presentation
(Animated Keynote)

Presentation "Script"
(PDF)

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