Design Ignites Change - Projects

School of Visual Arts

Born out of the personal transformation of one Midwestern youngster's perception of his hometown of Cincinnati, The Knohow captures the circumstantial enlightenment of “my city doesn’t actually suck” and repackages it for wider awareness and influence. The Knohow strives to advocate for and promote a healthy and passionate relationship between citizens and their cities. Targeting the young adults of Cincinnati, the Knohow uses two strong pillars of the creative community - graphic design and journalism - to create a brand around the sentimental discovery of the things that make Cincinnati a fantastic place to live.

Matt Johnson
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matt@mobyjohnson.com

The Knowhow
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October 31, 2011

Research proved the hypothesis of the overall perception but also surfaced potential local ‘heroes’ that are perfect to create Knohow material.

The Knohow is about disseminating the positive perspective of these local heroes to those under the spell of civic boredom.

Appealing to the younger audience's desire for a community to belong to, The Knohow presents itself as a radical organization amidst a war against poor perceptions.

The Knohow is delivered on both web and mobile platforms keeping the stories and the people writing/designing them at the forefront of the experience.

Along with stories and profiles, The Knowhow will feature weekly deals at local merchants, a suggestion box for story ideas, and snapshot of local’s perceptions from Twitter.

The younger generation of Cincinnati suffers from the perception that their city is boring and dry, and the opposite of “hip.” How do you reverse a stigma that is widely unrecognized by older residents? How do you design and deliver an experience that, in itself, proves that stigma false?

The Knohow leverages the passion and enthusiasm of the creative community to create exposés of Cincinnati experiences. Local writers and designers collaborate to produce bite-size timeless stories of their adventurous and intimate experiences, delivered weekly on a web and mobile Knohow branded platform.

The Knohow

School of Visual Arts

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