D&AD BRIEF
Consulting an MA graphic design student on the D&AD Do the Green Thing brief, creating idea generation and sustainability advice.
Service
Sustainability Consultant, Idea Generator
Client
Maria Kimberly,
MA Graphic Design
Year
2022
The Brief:
Do the Green Thing are looking for innovative, creative and brave ideas that will change the system. Encouraging action and changing people's habits. Most importantly staying green and ensuring it doesn't negatively impact the planet.
The Concept:
SWAP OUT! A pop up event that encourages consumers to swap, up-cycle and customise their clothing. Promoting the event through out of home and social media advertising.
Initial ideas for social media stories post
Out of home advertising for pop-up event
(Mock-up by Maria)
AR Filter
Creating an AR Filter as a way for consumers and followers to interact with the brand. The filter will shared to followers during the event through QR codes on posters and handouts. the filter will also be shared on social media.
The filter will also be used as an incentive for followers to win unique clothing pieces and swapping vouchers. Alongside hashtags to increase engagements, awareness and the consumers chance to win.
Try the filter out @hanfashionbranding on Instagram.
Initial ideas for multipurpose social media and out of home advertising
The Process
From these ideas the client then developed the ideas and created their own final concepts to hand in for the submission. We started this project by discussing what the outcomes of the project were and what we needed to achieve. A lot of this was based around sustainability and generating awareness to consumers. Using my knowledge of sustainability and the impacts of climate change on the industry, I helped Maria understand the current issues and what changes need to be made. We then worked together, exchanging ideas and building the SWAP OUT concept. I then took a step back and Maria created the final outcome with their graphic design skills and built the final presentation for the submission. I believe the idea that we created has the power to shift peoples views on sustainability and change behaviours towards recycling clothing and repurposing old garments.
Client Feedback
As an international student, it was a bit difficult for me to find collaborators who had an interest in this topic of sustainability and fashion. But I finally found Hannah through university and it was an exciting experience to work with her. She being a sustainability consultant with a background in fashion branding made me understand better, the current scenario about fashion, but also allowed us to collectively find a solution that would solve the problem the brief had proposed to us. I also learnt about the limitations of using a filter and how these could be incorporated into a brand. I also learnt about styling models, and many other aspects pertaining to sustainable fashion.
Working in a creative space amongst other creatives from different disciplines meant there were more eyes watching your work. We learned the value of critiques. Invaluable feedback, that ignited sparks of ideas, but also made us realise different perspectives in our work that worked and what did not. Especially in the case of colour symbolism. Red for danger, Green as something eco-friendly, materials such as paper, fabric and many more aspects. We can proudly say that our peers have highly contributed to the results of this project.
- Maria Kimberly, MA Graphic Design
