September - December 2021, Parsons School of Design
KRNL
The truth about climate change is that some of us are more vulnerable than others.
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Background
— Brief
KRNL (pronounced Kernel) is a nonprofit organisation which aims to aid in the agriculture industry's fight against climate change by driving awareness in communities that are least affected and highlighting how their contributions affect the entire system the most.
— Skills
Primary & Secondary Research
Synthesis
Insight Generation
Early Ideation
Persona Building
Go-To-Market Strategy
— Tools
Notion
Canva
Mural
Typeform
Microsoft Excel
Adobe Illustrator
Why?
The uneven distribution of the perceived impacts of climate change makes this issue rather elusive and hard to imagine.
If the average consumer doesn't see climate change as an issue they can impact, then climate change will continue to negatively affect our health, ability to grow food, housing, safety, and work.
Desk Research
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The Corn Ecosystem Today
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Regenerative Practices
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Policies & Government Actions
How Might We…
advocate, educate and bring the problem to the public’s attention so that everyone is informed and willing to act?
Developing KRNL, The Process
Tuckman Model of Team Development
Team Development
As a team, we use Holacracy to enhance agility, efficiency, transparency, innovation, and accountability.
Eduard De Bono’s Six Thinking Hats
Objective: Our start-up is tasked with creating a framework for regenerative agriculture and biodiversity in order to support our population and avoid relying too much on one crop.
Hat Meanings:
White: Facts
Red: Emotion
Yellow: Optimism
Green: Creativity
Blue: Planning
Black: Pessimism
Eduard De Bono’s Six Thinking Hats
Problem Framing
After conducting research and setting out our value framework through the 6 hats exercises, we need to reframe our problem again to settle on our overall direction.
As a result of the problem framing exercise, we found out the main issue we as a NGO should be addressing is the lack of awareness about the risks of unsustainable monoculture we have in the corn farming field.
Persona Building, Our Target Audience
“Climate change may cause the production of corn yields to decline 24% as early as 2030”
— NASA
Hypothesis & Design Brief
— Hypothesis
It’s no secret the U.S. is very dependent on corn. Our group is tasked with establishing a framework for how to understand regenerative agriculture in order to increase our supply and avoid relying on one crop.
By advocating for policies and regulations that support this framework, and supporting activations around the globe to raise awareness we can significantly impact the amount of efforts becoming a regenerative society.
— Design Objective
To build a platform that tells a story on saving the corn culture from possible extinction and gives an example on uniting forces in advocacy for biodiversity.
— What We Do
Our NGO is dealing with the lack of awareness about the risks of unsustainable monoculture we have in the corn farming field.
KRNL Brand Golden Circle
KRNL SWOT Analysis
Business Opportunity
— Vision
To shift the narrative to a world where farmers are superheroes.
— Mission
To create an educational platform about farmers and agriculture for anyone to access. As well as target populations located in bigger cities and their stakeholders using real-life stories of farmers and a government checkoff program.
KRNL Color Palette
Working holistically, we voted on the brand name
Go-To-Market Strategy
1 — Marketing Definition
The problem of climate change caused by our agriculture industry is a vast topic to embark on. As such, it affects everyone in the world and we aim to create an educational platform for everyone to access.
However, we are focusing on three target markets; Gen Z, Farmers, and Matriarchs. They will have the most impact.
2 — Distribution Model
We are an educational platform available for access by all. Our core mission is directed towards accessibility, therefore we will be a free platform.
3 — Customers
Farmers generate most of their revenue from knowledge sharing by KNRL offering opportunities to work with external partners.
4 — Product Messaging and Positioning
Our messaging is aligned with our mission statement, we will take an educational and collaborative approach. Our position will be the connection between the stakeholders- Farmers, Gen X and Matriarchs. Through our platform we will act as a liaison between them, providing a safe space where people can address concerns relating to agriculture, share knowledge and get educated.
5 — Price
We are a non profit organization and with that, our platform will be free to use for all customer groups.