CAUSE

PROJECT FOCUS
LAYOUT + COPYWRITING, Conceptual

CAUSE — A CONCEPTUAL BOOKLET THAT CALLS ATTENTION to the issue
of waste.

TYPOGRAPHY

COPYWRITING

LAYOUT DESIGN

PRINT DESIGN

challenge

This project was created because of the quote from R. Buckminster Fuller — "Pollution is nothing but the resources we are not harvesting. We allow them to disperse because we've been ignorant of
their value".

 

The real challenge and goal for creating this booklet was in finding relatable resources and giving them a value that demonstrated the environmental impact that each of them holds.

APPROACH

Since the goal was a relatable booklet, the general idea was to create a "high end" ad; similar to high end clothing and home magazines. In the same vein, keeping the layout simple and highly structured was extremely important, and the use of black further implied a false sense of value.

As the booklet progresses the legibility slowly decreases and artifacts from earlier spreads are gradually added to represent the impact yesterday's waste has on today's environment.

PRINT DESIGN +

copywriting

GOAL

In order to create a sense of a premium for this booklet, we opted to use semi-gloss photo paper similar to that of a high-end publication. The copywriting was intended to be very direct and almost poetic, further instilling a more premium quality to the booklet.