Professional Focus . Design Profile

Portfolio Development and Seminar Presentation .

Case Study . AECOM

This case study is a research investigation of a design practice that is current and at the forefront of their field. The investigation covers their work, their methods, their process, and also the way they present themselves to the world through their website and other means.

http://www.aecom.com/

                                                       

  Fig.1. AECOM LOGO 

Fig.2. Port of Los Angeles

Introduction .                                                      
  AECOM is a globalised design practice having built a firm base in 6 continents and serve clients in over 130 countries, with a reputable reputation amongst many professions and fields.

Having only been formed around 20 years ago, AECOM has built up a multi-disciplinary service of professional, technical and management support to a vast range of areas making it one of the superstars of the design and construction world. They are at the forefront of 14 majoring markets, including transportation, environmental, government, energy, water, architecture, and also the government.

Philosophy .

AECOM is committed to being a leading design firm at the cutting edge of technology and current fashions within the fields of practice that they are involved. Reaching to all the corners of the world with their innovative and technical excellence, and applying that to a localised level in solutions that bind the creation, enhancement, and the sustainability of the world's built, natural and social environment.

                                                                                Fig.2. Core Principles and Purpose

Works .

AECOM being a worldwide organisation, covering various fields, is consistent in the way they present all of their works through different medias, highly regarding their own works and presenting them in their full light to the viewer; instantly shows that the firm works on large scale developments. The 'What We Do' heading on the website provides you with a drop-down list of the 14 areas of practice they are involved in. All sections and pages throughout are consistent in layout and style, which gives helps gives clarity and recognition. This is furthered by breaking down each market into different sectors. Each section has large slideshow of images of some of their projects which have a small description and a invitation to 'read more'. The page also introduces that area of the market below, with related projects beyond that. The navigation of this is really user friendly, and helps to storyboard the website. Each project displays a large attractive image (some with slideshows), which straight away attracts the viewer into the project. Below is a small narration of the project, which is an overview at most and does not provide any in depth details of the process.

                     Fig.3 . AECOM Water Section

                                                                                                                                             Fig.4 .  City of Beverly Hills Water Treatment Plant Design

                                                          

Process .

AECOM being a multi-disciplinary firm have the advantage of combining all of their specialities to deal with a project. Their process is very much guided by their core values and the awareness to their purpose to a development. Innovative and imaginative design is bespoke to the site itself which combines the context, culture, and the client's needs; constantly aiming to reach the boundless dimensions of what is physically possible and creating new ways of doing things with their expertise. Integrity between the firms employees and their clients is key to their process.

http://www.aecom.com/What+We+Do/Design+and+Planning/Practice+Areas/Landscape+Architecture+and+Urban+Design

Perception .

AECOM being a globalised design practice have to publicise themselves to the entire world, which they have taken full advantage of the World Wide Web to present themselves to the people and their clients. They provide information via their website, their e-magazine, Twitter, and their own Youtube channel.

                                                                   Fig, 5. Links to other media

Website Presentation

Being viewed as a major design firm around the world the website has to serve to all the people and the clients which will view this site. As you immediately enter the website it speaks professional, modern, clean and crisp. A grid of current news and developments draws the reader immediately into the firms grasp and you there, encouraging you to read on. However this loses some clarity to the firms home page, immediately being over crowded by large images and a lot of information.

The use of mixed media including text, interactive menus, images, slide shows, and video is impressive and links you to various parts of the website. The layout of the site is easy to understand and navigate through, by simple clear titles and links (via text and imagery). The layout and positioning of titles helps to guide the viewer to where they want to go. Though it may be wise to know what you are looking for, otherwise you may find yourself wondering through the vast amounts information which all captures your interest. A search bar is helpful for the known user, and which shows the extremity of the site.

                                                                                                                    Fig.6 . Home

AECOM - 'Architectural Engineering, Consulting, Operations and Maintenance'. The logo/brand name is simple and bold with just that slight touch of colour which breaks away from the 'norm'. It shows a confidence and stability with who they are, yet a company with a distinctive edge away from the rest; the name speaks for itself. The placement of the logo sits to the right of the page and is not noticed at first glance as it is not overpowering; again a sign of confidence in the name.

Style - The light two tone back ground helps to create a sense of calmness to the layout, and break down any cluttering of information. A simple Arial font, and large impressive pictures are easy on the eye, and stand out from the light backdrop. Changes in tones helps to enhance the significance and make information stand out.

News . Media .

AECOM website is their biggest tool for providing up to date news on current developments and projects. The website is not just a tool for them, but for their clients to view more simply what they are doing around the world.

Youtube is another media market niche, which millions of viewers visit everyday all over the world. AECOM have taken the opportunity not only to sell themselves on but to provide an informational tool for the firms viewers and clients to access the information through video.

                                                                              Fig.7. AECOM Youtube channel

Twitter is an online social networking service, which has 'boomed' over the past year. It gives people the opportunity to socialise with others worldwide. Though more importantly for business and professionals alike, it is a publicising tool. AECOM provides up to the minute news of their developments, and provides links to their website.

                                                                                              Fig.8 . AECOM Twitter page

References .

AECOM. (2012). Water [online] [08/02/2012] Accessed from: http://www.aecom.com/What+We+Do/Water

AECOM. (2012). City of Beverly Hills Water Treatment Plant Design [online] [08/02/2012] Accessed from:http://www.aecom.com/What+We+Do/Water/Market+Sectors/Water+Design+Build/_projectsList/City+of+Beverly+Hills+Water+Treatment+Plant+Design-Build+Operate+Finance

AECOM. (2012). AECOM E-Magazine. [online] [17/02/2012] Accessed from: http://one.aecom.com/issue03/

AECOM. (2012). AECOM [online social network] [10/02/2012] Accessed from: http://twitter.com/aecom

AECOM. (2011). AECOM Channel. [online] [10/02/2012] Accessed from: http://www.youtube.com/aecomtechnologycorp



Rotterdam Project....final destination!

Final Design....The Model City

Design Vision

Sense of Place

Design Visualisation

The Model City

Rotterdam Project....visualisation!

Section Elevations - taken from digital model and colour rendered using Photoshop. Helps to get an idea of how the site changes, and the scale of the design in comparison to its surroundings.

Rotterdam Project....sense of place!

Perspectives - taken from digital model and colour rendered using Photoshop. Helps to envision how it would be inside the model city. Idea is to create a place with different spaces and senses. People may be drawn here for interest, adventure, peace, relaxation, socialise (meeting point), etc. It aims to be a place people would remember and want to come back to.

 



Rotterdam Project...a sketch up!

Sketch up is a perfect software tool to use for this type project as it is easy to create the types of geometric form on such a large scale. Also is a perfect way to get the perspectives you need, and creating sections.

Here's some shots of my accomplished digital model. Enjoy...

Rotterdam Project....material matter!

Another design issue is the materials that the site is going to be made up of, which is again inspired from the surrounding city (sorry I didn't mention this earlier; it was in my mind but been to focused on the form). From experiencing the city, there is a huge range of materials used in its design which helps to create different textures, colours, contrasts and identities. Within some of the modern designs, materials have been inspired and continued from the city's history. This can be seen in West 8's design, Schouwburgplein. A public space within the heart of the city, inspired by the forms and materials of Rotterdam's past.

These are some of the materials which could be used in the design; they include different types of metals, woods, glass, stone, plastics.

Rotterdam Project....the design process!

The design process stage....some think it's boring....some think it's fun.....others think it's the most important part......I It is necessary!

First task is to tackle some of the design implications the site faces. Issues include:

- The site is very linear

- Bounded by roadways and a major roundabout

- The site is very passive, people use it as a cut through to reach other destinations

- Predominantly cut off from Het Park by a major roadway

- Access Points??

- Over shadowed by the Euromast

- The river sits along the west and south side of the site

- Crazy golf course

- Cycle and foot path circulation inter-connected

 

 Design Principles formed from site analysis and functional diagrams...

1) Re-new current urban gateways, and establish new ones

2) Re-new and establish current and new access points; aiming to create a more welcoming and opening feel

3) Bridge the gap between proposed site and Het Park, connecting the both sites into one

4) Reduce the roadway systems have on the proposed site

5) Create a safe environment, with the varying speeds of travel in mind; aim to create respect for one another

6) Create new connections with the river

7) Create an internationally recognised location

8) To make the Euromast the central focus of the site, and Het Park. This is already a landmark which people may refer to, though the aim is to make necessary design decisions to direct people to this point

9) To create a new and innovative landscape which will attract people, to visit and dwell