WWF: Rescue the Rainforest

Amazon Awareness Campaign

For this project we were asked to design an awareness campaign for the amazon rainforest. We had to choose eco-friendly materials to coincide with our eco based designs. Within this campaign, we had to design a A3 Poster, Booklet and Promotional item. We also were asked to choose an animal to display in our campaign to appeal to the audience. The animal I chose was the poisonous dart frog. The poisonous dart frog uses its skin as a warning signal to predators, due to their eye-catching colours and patterns, I thought they would make a good choice for this colour-based brief.

Booklet Format

I chose to go with a 14 page, A5 booklet to display the information on why the amazon rainforest is in trouble. I chose this size as I believe it is large enough to get information to someone that is not aware of the current issues. While still being a good enough size to balance information, typographical hierarchy, visuals and negative space.

Colour Rationale

Using contrasting colours in the sense of cool and warm tones to keep visuals vibrant. For the animal icons the shadows and highlights are very subtle to balance out the black outline in the illustration line work. Colours choice for poster and book were unified with shades of green. This is to help you visualise the rainforest.

Type Choice

The choice of type for this campaign matches the quirkiness of the illustration style. The weight of the letters reminds me of the stiffness and solidity of tree trunks that are being cut down or burnt. The original typeface was more chaotically placed and for the poster has been edited in illustrator to have more control of the typeface.