Gensler Competition Brief

“All Together Now”

February 2023 to April 2023

1. Description of the competition

This annual competition aims to raise awareness on the topic of Diversity, Equity & Inclusion
in our design industry.
The intent of this Project Competition is to provide students exposure to our design industry
and to develop creativity, competence and awareness of aspects that influence our
experiences of the built environment. An inclusive design process helps designers consider a
broad cross-section of human perspectives, abilities, and backgrounds to create products
and experiences that enable everyone to feel included.

This year our DEI focus is: Inclusive Environmental Graphic Design.
Inclusive design doesn’t mean you are designing one thing for all people. You are
designing a diversity of ways to participate so everyone has a sense of belonging.
Effective environmental graphics combine form and function to transform spaces into
something unique and memorable. They provide valuable information to employees and
guests.
ENVIRONMENTAL GRAPHICS PROVIDE A LAYERED EXPERIENCE IN WHICH IDENTITY,
IMAGERY, AND SENSE OF PLACE ARE ENHANCED THROUGH EMOTIONAL TRIGGERS AND
TOUCHPOINTS WITHIN A SPATIAL EXPERIENCE.
Presenters
1. Nakheel
2. AIA Past President 2022
3. Gensler Singapore
4. Gensler Japan
5. Gensler Middle East

Presentation titles, dates and times will be shared separately along with Agenda.
Gensler DEI Leading team: Diane Thorsen, Stephanie Kinnick, Arthi Balasubramanian
Student mentors and support team Julijana Mitic leading with Nigel Rosario, Jay Basiga,
Nikita Kashyap, Vrunika Parikh; Vignesh Anand, Pari Sanghavi, Anas Basheer, Moza Al
Kamda, Sarvnaz Amidi.
Universities
American University Dubai
Heriot Watt
Abu Dhabi University
Ajman University
Manipal
Instituto Marangoni
Yorkville University Canada
Singapore Polytechnic

Introduction to Brief
About Inclusivity

Working in the design industry as a creative, inclusive design is a phrase we've heard many
times. Inclusive design is about designing in a way that recognizes that everyone has
different needs in different situations. As global citizens, inclusive design can look different
to different people. Inclusive design goes beyond disability and looks at all people in all
situations.

What is inclusive design, and what is our role as designers?

We'll define it as meaning the space, product or signage has been created with the intention
of being accessible to as many different users as possible. Designers play a key role, not only
for our profession, but for democracy and human rights.

Environmental Graphics play such an important part in people's everyday experience of

spaces and places that if we don't take responsibility for signage, wayfinding, graphics and
products, apps, web pages, and other services to make them accessible to all, then people
will be disengaged from participating in society.

Inclusive design describes methodologies to create a design language and products that
enables people of all backgrounds and abilities. Inclusive design may address accessibility,
age, culture, economic situation, education, gender, geographic location, language, and
race. The focus is on fulfilling as many user needs as possible, not just as many users as
possible. At its core, inclusive design is about empathizing with users and adapting
interfaces to address the various needs of those users. Inclusive design generates inclusive-
design patterns

Accessibility and Universal Design vs. Inclusive Design

Accessibility is focused on ensuring that interfaces and technology can be used by people
with disabilities (including auditory, cognitive, physical, and visual disabilities). Accessibility
has a narrower scope than inclusive design in that it is focused on specific accommodations.

Inclusive Facets

When you understand the needs of your users, you can come up with unexpected and
delightful ways to satisfy those needs. Below are references and reading material to inform
your design solutions.

https://www.atlassian.com/blog/inside-atlassian/designing-inclusive-illustrations-at-
atlassian

https://www.amazon.com/Wired-Care-Companies-Prosper-Widespread/dp/013714234X

Read: Inclusive Design for a Digital World by Regine M. Gilbert

https://universaldesign.ie/what-is-universal-design/definition-and-overview

What may not seem exclusive or insensitive to you, can be incredibly offensive to another
person. Remember, you are not the user when creating designs, so research is key.
Prioritize inclusive research practices. When testing and evaluating your interfaces, ensure
a diverse representation of users. Learn from this diversity and use it to target real needs.
Educate stakeholders on how different people use technology. Involve them in your
research, share examples, and highlight user quotes.
Recognize exclusion. Don’t be biased into thinking your product is made for everyone.
Monotony in aspects such as illustrations can communicate exclusion. Aim to reflect how
people really are, not an oversimplified version.
The brief

Nakheel wish to create an Eco Visitors center in Dubai Waterfront which can celebrate the
relationship to the Jebel Ali Marine Sanctuary and the existing ecology of DWF, which
includes gazelles and a turtle breeding ground.
The center would rely on explanatory graphics and immersive content and/ or experiences
to make the place special and memorable. The environmental graphics should serve to
inform visitors of the ecological sensitivity of flora and fauna and the turtle breeding habits
and how we can protect them.

Location: Along the waterfront, projecting into the water within the Jebel Ali Marine
Sanctuary.

 Site: 2-story building, parking and supporting external spaces for learning.
 Purpose: To provide an immersive and engaging learning experience for the ecology
of the Jebel Ali Marine Sanctuary, the surroundings, and the various species that
dwell there. Focus on the habitat can also be considered.
 Programme: Administration area, classrooms, lobby / ticketing area, gift shop, café,
various exhibits covering flora and fauna, possibly a turtle incubation center, small
labs, cinema as per plans provided.
*Refer to attachment for CAD and PDF Format of the Layouts
Each submission will comprise a mixed international team (identified and allocated by
Gensler in association with the Professors) to:
- craft and document a design process that will result in the design of environmental
graphics that curate an immersive, fully inclusive, informative guest journey.
- present your design in an agreed format to meet University course requirements and
demonstrate sustainability and innovative use of material as workshopped with your
Gensler mentor assigned.
- capture the strength of diverse ideas and strong teamwork, in presenting a solution
for an immersive and well-crafted environmental graphics package for the various
spaces.
- the teams are to ensure that both individual and group talent can be utilized
efficiently
- explore dialogue and concepts which raise students’ awareness of aspects of
inclusive design when considering how we explore our built environment.
- be encouraged to use introspection, communication, and mutual respect to work
together as a strong team

While the primary intent is to demonstrate the application and understanding of inclusion in
environmental graphics, this joint project is also focussed on:

a) ensuring support of academic learning through students addressing a realistic, work-

based project, mentored by Nakheel and the Gensler team and allowing for actual
interaction with a leading developer.
b) allowing a 360-degree assessment by university educators/professors; Gensler (as a
design team); design sponsor, student group and individual students
c) encouraging students to utilise individual strengths to achieve creative results in a team
environment
d) Challenging students to explore aspects of intrapersonal and interpersonal
communication, creativity, working relationships and confidence in researching and
challenging ideas and presenting these ideas.

2. Background

Design is a universal language that transcends boundaries of social, cultural and political and
individual differences.
The United Arab Emirates is an amazingly diverse environment in which technology,
creativity and variety has been locally and internationally showcased.
In the current environment, these three aspects require understanding and special focus:
a) Diversity: The varied ways in which people from different social, ethnic, gender and
orientation differ and the acknowledgement of these differences. Diversity is less about
what makes people different, and more about awareness, acceptance and the value of
differences.
b) Equity: the quality of fair and impartial opportunity, access and treatment of all within a
group or structure.
c) Inclusion: the practice or policy that provides equal access to resources and opportunity
to avoid marginalization, exclusion or unconscious bias. When designing a product, ensure
it has been created with the intention of being accessible to as many different users as
possible.

3. The Workplan
Stage 1- Presentations by Gensler and Nakheel
These presentations by specialist teams, will inform the participating university students on
challenges and solutions we face as designers and approaches taken on projects globally.
Stage 2- Groupings
- Students will be grouped into diverse teams from multiple universities, with the aim of
fueling creativity and expression among different cultural backgrounds and driving
engagement and conversations within the global design community.
- Within a stipulated time frame the following will be implemented: teams will be
announced as random selections from international universities. The teams are to elect
a coordinator for their team as the single point of contact.
- Each team will need to agree on a weekly workshop as a group and present progress and
thoughts to the Gensler mentor group and sponsor Nakheel.
Stage 3- Formulating the Idea
- Your selected design in response to the brief is to include ideas for the following:
- Curate a journey using graphic design, architectural form, art, lighting, landscape, to
create an immersive experience. The designs and overlay of environmental graphics
should enhance the space and create an emotional response to the user experience
These enhancements may include architecture, signage, identity, super graphics, art
installations, and the strategic use of color.
- Designs to be innovative, delightful, engaging and inclusive. They must raise awareness
of the issue create a functional item that tells your story.
- Both concept and final design are to be developed by each team, with each team
member taking an active role in the process. (Assessment of input will be done
individually and as a group, to form part of the final submission).
- Each design will require an explanation of how the theme of Inclusion has been
incorporated into the creation and how the application of Diversity, Equity and Inclusion
has been applied in the team working relationships. This process is not scientific.
Creating design solutions in an inclusive way is built around conversations. We share
ideas within the team and with people outside our team. Teams are encouraged to have
an open dialogue around the topic and embed the thought process in their story,
demonstrating collaboration to ensure all team members ideas are explored and valued.
Teams are required to document the process with a theme focus, potentially through a
 “project diary”, which will be an important aspect described under the deliverables
section below. This “story” must accompany and support the final submission.

4. Team Goals:

1. To demonstrate that collaborative endeavors benefit from a diverse team with a

focus on collaborative communication.
2. To demonstrate that participating in such an endeavor expands human connections
and our design thinking to ensure INCLUSIVE DESIGN
3. To ultimately ensure that the design community addresses and ensures
environmental graphics are inclusive.
4. To raise awareness around diversity of thinking
5. To engage the design and art community at Al Serkal Avenue.

5. Introductory workshop

To support the designers in each team, Gensler and Nakheel will conduct an
introductory workshop to introduce the brief and respond to any queries.
One workshop per week is offered as support to the team. This workshop will be
mentored by Gensler.

6. Deliverables:
Teams will be required to deliver a final presentation containing:

1. A4 or A5 Project diary or other appropriate documentation outlining a design

process, research and brainstorming ideas.
Note ALL team members must participate. Project Diary to include:
Content about the project & process -

 Paragraphs or points on the challenges faced in working collaboratively

 Paragraphs or points on team members’ understanding of inclusive design issues.
This should include issues such as whether the project revealed anything new to
team members and created a different perception of the design world.
Content about the design solution being proposed -

 Sketches of the proposed environmental graphic solution, with annotations

related to the theme as an eco-visitors center and how it responds to inclusivity.
 Photos of your process, where possible.
 Screen shots of virtual meetings and ideas explored
 Challenges related to technical feasibility
 2. Poster (A1 size landscape x 2 max) containing

 Concept statement
 Concept reference images
 Narrative and description of the item. Text should clarify the research on the
project’s meaning and use.
 Well-developed and annotated sketches of the proposed environmental graphics

7. Evaluation:
Proposed 360-degree evaluation:

 Individual evaluation by each team member of contribution to the project, work

ethic, demonstration and acknowledgement of the critical theme addressing
inclusivity
 Group evaluation by each team
 Evaluation by Nakheel
 Evaluation by Gensler team
 Evaluation by University professor/s

8. Assessments and Adjudication

 An independent panel will include representatives of Gensler, Nakheel and the

Professors.
 The panel will complete a detailed Scorecard, which will utilise a combination of all
evaluations to identify the winning proposal.
 The clear demonstration of creative, appropriate and innovative theme applications will
determine the winning submission.
 The designs will be photographed, publicized and exhibited at Al Serkal with a talk and
event attended by industry leaders and the media
9. Time frames
Allocation of 5 weeks commencing 10th February 2023

KEY DATES DESCRIPTION RESPONSIBILITY COMMENT

03.02.23 Issue brief to professors Universities
Friday
07.02.23 Last day for confirmation of Universities
Tuesday participating students from
universities
09.02.23 Team identification Kristin and Julijana
Thursday
10.02.23 Kick-off Workshop to brief University/Gensler/ Commencement of
Friday students & allocation of Nakheel the Program
mentors.
1.Brief Talk by Nakheel
2.Gensler Japan
3.AIA Past president

17.02.23 Talks: Gensler/ University

Friday 1.Gensler Japan
2.Gensler Middle East
3.Gensler Singapore

Concept development Design teams

(students) with
Gensler mentors
Weekly Students are to follow a
collaborative design process
sharing ideas with Gensler
and their assigned mentor
weekly. Sessions will be at
MTS, discretion at max 1-
hour workshops per week.

22.03.23 Submission completion Design teams

(students)
TBC Adjudication & Assessments University (panel of
professors),
Nakheel & Gensler
TBC Notation of winning
submission
TBC Presentation Gensler in
association with
Nakheel
TBC Showcasing of winning Attendance by all
creation with storyboard at and Media
Al Serkal galleries
 EVALUATION SHEET

Name of design team……………………………………………………..

Individual group member’s name …………………………………………………..

HOW DID OUR GROUP WORK TOGETHER TO COMPLETE THE TASK?

Mark columns with an X

Self Peer Professor Other

DETAILS ALWAYS SOMETIMES NEVER

1. We all participated and

performed the set tasks

2. We acknowledged the
aspects of diversity, equity
and inclusion

3. We listened to each other

well

4. We planned and organized

well

5. We all made suggestions and

clearly communicated our ideas

6. We addressed the theme

with understanding and
empathy

7. We completed the task to

our satisfaction

8. Everyone was encouraged to

participate and voice their
ideas

9. We worked well together

Write a short description of how you identified and incorporated the concepts
of Inclusion into your design. Summarize the strengths and weaknesses of your
group’s performance. If you mention a weakness, try to offer a suggestion on
how to address this in future work relationships.