The Client:
Trees for Life
The Target Market:
All ages, people who are concerned about the environment/urban environment, people who like to be outside or wish they could spend more time outside, the lonely/isolated, City residents over 55 and international students
The Brief:
To create a “hero” poster and two pieces of campaign material – one 2D and one 3D piece that will reflect and reinforce the design of the hero poster. To entice the target audience (and anyone else who is interested) to attend any of the “Regenerate” activities
Participants are encouraged to “get off the path” and explore parts of the Adelaide Parklands they may not have known existed. There are various activities during the program such as nature walks, native plant propagation workshops, Kaurna cultural walks, citizen science activities and a picnic.
Rationale:
The purpose of the design is to create a sense of the environment in which the events occur. Rather than use a simple photo or illustration, I have combined photographic elements with texture using the iconic shape of river red gum leaves and branches. The colour being aligned with those found in the places the events occur. The text colours also harmonise with this colour environment.
The motion graphic has the branches gently swaying in the breeze, with elements appearing as if the viewer was entering the space to explore. The soundtrack of a breeze and bird song creating a calm feeling as could be expected at the events.
The bucket is a recycled compostable material and can serve a number of uses. Be it for propagation cuttings or weeds, in the end this bucket can go into a green waste bin. Sparser use of the gum leaf elements allow the soft organic brown of the card to be evident and in harmony with the colour of the leaves
The motion graphic has the branches gently swaying in the breeze, with elements appearing as if the viewer was entering the space to explore. The soundtrack of a breeze and bird song creating a calm feeling as could be expected at the events.
The bucket is a recycled compostable material and can serve a number of uses. Be it for propagation cuttings or weeds, in the end this bucket can go into a green waste bin. Sparser use of the gum leaf elements allow the soft organic brown of the card to be evident and in harmony with the colour of the leaves
The Process:
For inspiration I went to the Adelaide Park Lands to be in the place and photograph the various elements. While there I picked up some small pieces of bark and sprigs of river redgum leaves that were on the ground. This way I would have physical reference next to me while working on the project. While on site I examined the various textures and shapes that surrounded me. Being a sunny day, I noted that I could take fairly high contrast photos of the tree branches, which could be manipulated further to give me material for image tracing in Illustrator. These shapes could be used in various ways. Quite a number of high contrast photos were taken of branches, in different scales for layering. As a further experiment, I placed some of the sprigs of leaves into a flatbed scanner.
Various designs in differing styles were created and feedback sought from peers. The resounding opinion was that the textured leaves on branches approach was the one to pursue. Process
