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Portafolio para beca IED Madrid
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Hello, my name is Markel Cormenzana. I am a strategic designer
currently working in Bilbao and involved in some really interesting
projects. I would like to take some time from you to talk about my
trajectory so far and why I am applying for a Master. When I started
building this portfolio I approached the task as a commisionned work
for myself and started by researching my own life, looking for evidence
I could use to transmit the nature of my process and my thinking. As
a pathological curious and somehow anxious creator I hope to keep a
clear narrative and convey my incredible love for this profession. Let’s
start from the beginning, I could say that everything started very early,
as soon as 1993. On april that same year I received a birthday gift that,
looking backwards, I could say that changed my whole life.
PORT-FOLIO
Markel Cormenzana
Strategic Designer September 2014
Hello, my name is Markel Cormenzana. I am a strategic designer
currently working in Bilbao and involved in some really interesting
projects. I would like to take some time from you to talk about my
trajectory so far and why I am applying for a Master. When I started
building this portfolio I approached the task as a commisionned work
for myself and started by researching my own life, looking for evidence
I could use to transmit the nature of my process and my thinking. As
a pathological curious and somehow anxious creator I hope to keep a
clear narrative and convey my incredible love for this profession. Let’s
start from the beginning, I could say that everything started very early,
as soon as 1993. On april that same year I received a birthday gift that,
looking backwards, I could say that changed my whole life.
"... I received a birthday gift that, looking backwards, I could say that changed my whole life...”
I discovered science, and that discovery unrevealed my curiosity for the
processes that shaped the world. That curiosity led me to investigate by
myself and to experiment with electricity, wood, painting, photography,
theater... looking for answers (although not being very sure about the
questions). At the age of 18, trying to channel that pulsion, I started
studying Mechanical Engineering.
def. (Latin. Ingenium, meaning "cleverness" and ingeniare, meaning "to contrive, devise") is the application of scientific, economic, social, and
practical knowledge in order to invent, design, build, maintain, and im-prove structures, machines, devices, systems, materials and processes.
LEONARDODA VINCI
Those years led me a strong background in 3D design, materials
science, structural analysis, product development... But once again
I was getting answers without having framed my questions. In
order to fulfill people’s needs I needed
to empathize, to adapt, to embrace
complexity and neglect linearity. Pursuing
that twist, I traveled to Denmark and
started a course in Integrated Design
Engineering.
Studying there I became familiar with the design process. I understood
how important it is to design for or even with your user. But suddenly
lots of questions emerged. One of my teachers, professor Detlef Matzen
introduced me to sustainable design. That became a big thing for me.
I realised that I could use design as a tool for solving what I learned to
be wicked problems. I started to see the big picture and connect the
processes behind our reality. I became a creative systems thinker. As
Vignelli would have said, design became one to me. Interaction, graphic
design, service design, experience, product... All of them transformed
into means to an end.
BRUNO MUNARI
I love and believe in Design. I believe in the power of beauty and equilibrium. I love and embrace the process. I think that design can and should be used to transform, to tackle the big and systemic issues that our society and planet are facing. I believe in the power of collaboration and synergy. I trust in Design as means to behaviour change. I defend design as a tool to assure common good. I have already experienced that companies can do goog business doing good with their business and that design is essential for that.
My design ethos
Design Strategist & Transition Designer. 2012 - present@ Inèdit
Currently working as a design strategiest in the product innovation department, developping solutions for companies and the public sector fostering the implemen-tation of ecoinnovation in their strategies, business models and operations. I have been involved in various projects including New Product Developments, ecoinnova-tion teams management, business model innovation, leading creative processes and designing ad-hoc methodologies for our clients. My work has been focused in inte-grating systems thinking and innovation processes in organizations as a means to become more sustainable. Two of the most ambitious projects, due to the transforma-tive nature, are: Laboratorio de Ecoinnvoación (Fundación La Caixa, Fundación Forum
Ambiental & Foment del Treball) and Laboratorio de Ideas (Basque Gobernment).
Founder/Resident Artist 2012 - present@ Atelier. Taller de creación.
Atelier is an independent, open and self-managed creation space. It was funded by four collectives from Vitoria-Gasteiz involved with culuture, creation and art. Atelier harbours multidisciplinar creation proccesses, experimentation and tea-ching and promotes the hybridation of music, dance, scupltring, tinkering, theater and graphic arts.
Sustainable Production Project Manager. 2011 - 2012@ Ihobe. Basque Ecoinnovation Agency.
As a project manager I participated in several projects from a policy maker perspec-tive including consulting services for basque SMEs in the journey of sustainable de-sign implementation,managing competitive surveillance and developing an open inno-vatio platform for the agency. I also participated in several forums and congresses
such as Bilbao Ecodesign Meeting, Creativity Meeting Point, Pecha Kucha Nights...
Course Integrated Design - Ecodesign. 2012-2012
@ Syddansk Universitet / University of Southern Denmark
I participated in a multidisplinary and multinational team in the development of a
consumer product matching innovation and sustainable design.
BsC Mechanical Engineering. 2010 - 2012@ Universidad del País Vasco/Euskal Herriko Unibertsitatea
I specialized in NPD (New Product Development)developping strong competences in CAD Design (CATIA, Soldiworks, Advances Surfaces...), FEM (Finite Elements Analysis), materials, etc. Resumé
Skills
Left Right
Analytical.Logical.Sequential.Looks at parts.
Synthetical.Holistic.Intuitive.Looks at wholes.
Research
Catia
Solidworks
Rhinoceros
Project management
Creative facilititation
Simapro
HTML 5 + CSS 3
Coding logic
Creativity
Systems thinking
Sketching
Prototyping
Photoshop
Illustrator
Visual culture
Photography
Indesign
After effects
Laboratorio de Ideas
Laboratorio de Ideas (Ideas Lab), emerges in 2012 as a strategic Project
of the Basque Ecodesign Center. This center, founded by six of the most
important companies in the Basque Country, focuses its activity in the
dissemination of sustainable design practices and tools in the Basque
economy.
The Ideas Lab constitutes a hub for the development of new concepts,
ideas and business models in the context of the emerging paradigm.
Backed by a strong research and understanding of customer’s need, Ideas
Lab helps companies stay competitive and resilient by ecoinnovating in the
strategic, business model and operational level.
I have been fully involved with this project since 2012. I codesigned and
implemented the methodology and organizational design of the Lab and
have managed transdisciplinary design teams formed by: sociologists,
industrial designers, entrepreneurs, engineers… During the last two years
I have been managing and codeveloping sustainable solutions with more
than 20 researchers. The main results of this project include: a design
methodology for the development and implementation of product service
systems in manufacturing companies, a series of publications regarding
sustainability concepts (green marketing, brand equity, servitization,
durability, take-back schemes…), several workshops with the project
partners (smart homes, innovation portfolio…), ecoinnovation reports for
each of the partners and product redesign guidelines.
Partners
Methodological backbone
Research methodology
Design Process
Some results
Cuadernos de ideas.
In company workshops.
Research reports.
Ecoinnovation Laboratory
This project was motivated by the interest of three agents: Fundación
la Caixa, Fundación Forum Ambiental and Foment del Treball, the main
business organization of Cataluña, in transferring the experience of the
Ideas Lab to the reality of Cataluña.
The first year has been focused in raising awareness and building
understanding about the business and environmental value of
ecoinnovation. More than 20 business case have been developed, published
and shared in two seminars. Since its birth I have been managing the
design and art direction aspect of this project and participated in the
development of an Ecoinnovation Toolkit for companies that will be
published by the end of 2014.
A group of especially interested companies including Nestlé, BASF,
Endesa… have formed a working group in which a prototype of the toolkit
will be tested.
The strategic plan for 2015 involves the implementation of the toolkit
in several SMEs that will support the design of new and sustainable
products, services, business models and strategies.
Partners
DIS
SEN
Y M
ARC
A L
ABO
RATO
RIO
DE
ECO
INN
OVA
CIÓ
One of the awareness raising actions has been
the design and facilitation of a workshop
targeting school teachers. In this workshop the
concepts of Product Life Cycle and Carbon
Footprint were introduced. The narrative thread
of the workshop was the comparative analysis
between sending a postcard and an email. This
method was designed for teachers to transfer
it to their classes and expand important
sustainability concepts.
I developed the methodology and coordinated
the facilitation of the workshop.
Personal Projects
During the last years I have been really active
collaborating with different Spanish artists and
creators.
Product of this collaborations I have been in
charge of the design and art direction of several
LPs, I have written and designed the scenery of
a theater and dance piece, designed a wooden
bike frame as a means to revitalize wood sector
in the Basque Country and developed several
photographic shows and installations.
Design, art direction and illustrations for Doc Poks - Tren 33.
Excert from “Struggle” Photobook.
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