My Design found engineered wood to be most appropriate for the South Uist brief. Modern engineered timber products, most known as ‘mass timber’ with Cross Laminated Timber (CLT) the most widely known such product, are a new addition to the built environment. Designing and building with mass timber construction materials is providing a wealth of quantifiable qualitative benefits to the architecture industry, to mitigating the climate emergency and to the in-use performance of buildings.
The aim of this design is to present ‘The Solid Wood Campaign’, an effort to explore the qualitative aspects of Solid Wood engineered products, and to utilise marketing and psychological theory to communicate quality to make Solid-Wood products a household name. Furthermore, the research will be applied into my Design Thesis project, to modify and tweak, to communicate the quality and the adaptability. The Solid Wood poster campaign seeks to communicate inherent benefits of solid wood products one at a time, to create a cohesive messaging loop that persuades, and that assuage doubt. The whole Solid Wood Campaign seeks to consider visual and language-based communication with a view to alignment of messaging to audience, in best attempt towards making solid wood a household name building product.