Collaborative Brief - WWF -Responsive

I have chosen to tackle the WWF D&AD brief, which I am challenged to 'Inspire the new generation. Make them act for our planet'. I will be working with my friend from the Visual Communications course, Sarah Coletta, who specialises in illustration.

Sketches have been produced of different animals who have endangered habitats, which I will use to create a poster series which uses the beauty of wildlife mixed with the capabilities of human beings to reach a younger audience, and the up coming generation which we believe are becoming more and more appreciative of art and design. 

Looking into typographic posters, I have been researching different ways I can use type and language in a way that is evocative and thought provoking. I have also been looking into the type can be distorted and broken to represent the habitats of the animals. 

I believe that posters which utilize creativity rather than shock imagery or are too formal in tone of voice are much more powerful. This campaign which used body art was much more thought provoking to me than a more serious and fact heavy poster.

With the abundance of tragic and unsetting news on television, newspapers and the internet, I believe that people are starting to ignore themselves by putting up mental blocks to any works like this which are obviously upsetting. Showing the beauty of nature and suggesting how we can create a beautiful future, rather than showing a dystopian future if we don't act will be more effective, especially with younger audiences which this campaign is intending to reach.

More research on posters which use both photographs/large illustrations and type.

Production

After messing around with different size animals we decided that having white space around the animal would make the poster more eye catching amongst other posters. It also allowed for the illustration to be properly appreciated as it has a sort of frame. Te type size and layout was the biggest issue.

Clipping mask experiment. Sarah liked this, however I found that it made the text too difficult to read and looked less professional than having it in black. She allowed me to take charge in this decision and we moved forward happy with the choice we made. It stood out more against the white and the colourful illustration.

T-Shirt mockups which could be used to make revenue which would help the cause. This way our work would not only advertise the issue but attempt to tackle it.

Sarah completed a new illustration of a Cheetah which we immediately put into effect. The blue colouring rather than purple gives people a wider range of choice since people will have different personal preferences. This would hopefully increase revenue.

Showing how they would look in the store. We both believe these items would sell very well. Full bleed illustrations which cover the entire T-Shirt would be even better however due to time restraints we couldn't fully explore this idea. These T-Shirts could also be worn by any WWF representatives and campaigners.

Magazine adverts would be an ideal place to put the posters. We tried to think of other concepts to strengthen it such as having the page perforated many times to encourage ripping, continuing the concept of losing something precious, but decided against it due to production costs and we felt it wasn't suitable.

The type was made using illustrator, simply by creating outlines then removing undesired elements.

Here i produced a clipping mask using the altered type and the illustrations. We decided against using this although we may experiment with this for the clothing.

QR code which links to the WWF store, website and d&ad wwf logo

Almost finished posters, we wanted 1 extra tagline to sit underneath the manipulated text but haven't yet come up with a phrase which is memorable and encourages action.

We opted for 'Live Sustainably'. It's short, easy to remember and allows the reader to think for themselves without sounding too demanding. Ads can sometimes sound demeaning when they list how to do things, so this open request we feel does the job well.

Finals in Situe.

All of these items would ideally be sold on the online store, pop up stalls, events and in stores which deal with pets and the outdoors. 

I'm not sure about the use of a QR code, but it's presence I believe doesn't detract anything from the poster so I left it in.