This project centres on SDG 14: Life Below Water, developing a campaign that seamlessly integrates the established visual identities of the Sustainable Development Goals and Project Everyone.
The campaign comprises of three key deliverables: A2 poster for high-impact visual awareness, a DL leaflet for detailed information distribution, and a digital animation to engage online audiences. Each piece is designed to work both independently and as part of a unified visual system, ensuring message consistency while exploring the opportunities offered by each medium.
Brief
The development for this concept took place around the main 'fish can' asset. The can was developed over time in Photoshop, experimenting with shadows and liquify effects to create a visual fish shape without over editing the photo. Once this asset was made, it marked the visual style that would be used in all the branded assets.
The poster was made in InDesign, using careful type treatment to allow the text to be highly legible and visible without distracting from the fish asset.
The DL leaflet was also made in InDesign, featuring a more information heavy design. It utilises the fish asset on the front, with informative copy and a data visualisation that aimed to show the number of fish that get caught with ingested microplastics on the inside spread.
Finally, the animation was created in After Effects. The asset used in the animation varies slightly, as I wanted to experiment with making the fish can out of a physical can. To do this I photographed crushing a can step by step, creating a stop motion animation. I did this using a Canon EOS 2000D camera, a photo box and Adobe Lightroom.
Process
The final designs for this project included:
A2 poster: focusing on using a shocking and striking image to generate awareness of the goal.
DL leaflet: extending the visual branding of the project, this aims to inform viewers about finer details of the goal and solutions.
Animation: uses shock tactics again, creating an intriguing video for viewers to see and share online, gaining traction and raising awareness.
Solution
Project Everyone
A2 poster, DL leaflet, & social animation
Client:
Deliverables:
SDG Goal 14 DL leaflet
