Interactive Awareness Campaign For Endangered Animals
So to start of the Final Major Project, I wanted to focus on an area that would allow me to create a series of outcomes. I feel I am at my strongest when I am able to create a collection that works together within a category. I began looking at different category's that I'm interested in to see which I could work with such as Countries, Food, etc. I then decided on Animals, specifically endangered animals and to help towards creating the awareness of their declining numbers.
Presentation
First week of 16 and I already felt the pressure. It was important that the lecturers agreed with my proposal because it was something I was passionate about. This was an idea I could really become interested in and hopefully create outcomes that I would be proud to call my own. We had to create a presentation in the form of Pecha Kucha style. 20 slides, 20 seconds per slide showing the goals, objectives, aims, problems, solutions and possible deliverables.
Below is the Gantt Chart I created for the following weeks to come.
Below is the Gantt Chart I created for the following weeks to come.
Personally I felt it went really well, the lecturers agreed that it is an area I could focus on and that I had a good grasp on the idea which was a relief.
The main question they asked was "What area or selection of species am I going to focus on?". We discussed my options such as:
The main question they asked was "What area or selection of species am I going to focus on?". We discussed my options such as:
- Wild animals across the world, preventing the extinction allowing future generations to experience these animals in person.
- Focusing on animals such bee's, animals becoming endangered which actually contribute to our way of living and help the environment.
- Animals at risk in Ireland, focusing on our own country instead of animals in other countries which have a lot of attention as it is.
Animal Campaign Research
While trying to decide exactly what animals to look into, I wanted to see how other animal awareness campaigns approached the topic. Creating awareness for animals has been around for as long as I can remember. So it's important to see what methods of promoting the message through design as already been done.
My main source for research was Pinterest. The one thing all these posters have in common is the shock factor. Visually showing the distressing issue of how animals are being treated. I want to be able to create a similar impact. Designing posters, which have an eye catching quality, but play on the publics curiosity rather than their fear in order for them to interact.
I was thinking about ways I could combine animal awareness and something that was popular in todays society. I researched if there where any campaigns that had the same idea and I came across two which took a similar approach.
WWF (World Wildlife) created a campaign realising that in today's society where everyone has became obsessed with selfies, they were able to take the idea and apply it to a campaign for animals called #LastSelfie. Showing that the animals are just as important as the public and sending a message out through something the public can relate too.
With camera's on smartphones becoming more advanced, everyone fancies themselves to be a photographer. Especially when we have social media options such as Instagram. National Geographic created a campaign to say even with the public taking pictures of animals now, NG are still the best for animal photography. They're idea was to do what the public do. Take selfies and post them on Instagram but with a twist. Instead of people in the shots, they manipulated animals into the shots posing and taking a selfie. I thought this was clever and a creative approach for NG. To create publicity for themselves and remind people what they are known for.
The following link is a behind the scenes video of the campaign: https://vimeo.com/96312322
I was thinking about ways I could combine animal awareness and something that was popular in todays society. I researched if there where any campaigns that had the same idea and I came across two which took a similar approach.
WWF (World Wildlife) created a campaign realising that in today's society where everyone has became obsessed with selfies, they were able to take the idea and apply it to a campaign for animals called #LastSelfie. Showing that the animals are just as important as the public and sending a message out through something the public can relate too.
With camera's on smartphones becoming more advanced, everyone fancies themselves to be a photographer. Especially when we have social media options such as Instagram. National Geographic created a campaign to say even with the public taking pictures of animals now, NG are still the best for animal photography. They're idea was to do what the public do. Take selfies and post them on Instagram but with a twist. Instead of people in the shots, they manipulated animals into the shots posing and taking a selfie. I thought this was clever and a creative approach for NG. To create publicity for themselves and remind people what they are known for.
The following link is a behind the scenes video of the campaign: https://vimeo.com/96312322
Targeting which animals to look at
Between talking to my peers and lectures, I have been trying to decide what root to take on this project. Focus on the endangered species because of their visual appearance and nature? or focus on how they contribute to the environment such as Honeybee's.
I was interested in honeybee's and how they are a vital creature which we depend on to help pollenate our environment. The trouble is there are not many animals which fall into the category of helping the environment and are endangered. I also wouldn't want to focus on one animal when my preference is to work within an area which allows me to create a series of outcomes under one category. I have narrowed it down to two categories which both have pros and cons of why they are possible options for me. Exotic Animals - Exotic animals are getting the most public awareness for endangered animals. These animals are so individually unique in shape, colour, lifestyle, environment they live in, etc. So it is understandable that we want to help these animals not only for ourselves but for future generations to be amazed at these exotic creatures.
|
Irish Animals at Risk - Animals within Ireland are not seen as endangered by many people because their attention isn't focused on them but on animals within other countries. Animals such as the Red Squirrel and the Red Deer are at risk of becoming extinct due to rivalry species and deforestation.
- Pro - From what I have researched, I have seen no sign of campaigns focusing on the animals within out own country which proves it isn't a number one priority.
- Con - Visually this project would be very restricted. Colours would have to be narrowed down to natural earthy colours due to the countries heritage and the animals themselves are not vibrant.
Final Decision
So after much deliberation with myself and my class mates. I decided I was better off sticking to what inspired me to take on this project. Exotic Animals such as Tiger's, Elephant's and Lion's have alway been amazing creatures to observe growing up so it only felt right that I looked out for the younger generation to ensure they have and feel the same experiences I did.
Because there are a good number of animals on the register now confirmed as at least vulnerable, I want to narrow down the number to a suitable amount to work with for the purpose of this project. I thought about choosing eight animals, but after discussing it with my class mates and Padraic (my supervisor), he suggested to only take 6 animals. I understood where he was coming from in terms of not over working myself and to be able to concentrate on every aspect of this project.
I therefore narrowed it down to the following Animals:
- African Lion
- African Elephant
- Tiger
- Giant Panda
- Marine Turtle
- Mountain Gorilla
Each of these animals have different qualities about them, which I can not wait to explore through design.
Interactive research
So as part of the project, I wanted to research different interactive experiences there were that already looks at endangered animals and how they raise awareness through these experiences
World Wide Fund for Nature
World Wide Fund for Nature is the world’s leading conservation organization known for saving and protecting all the natural resources on earth in over 100 different countries. They have been set up now for over 50 years and one of their many main goals is to protect the world’s wildlife. As this is such a massive organisation known to me for many years, I always knew they would be the first choice for information, as they are one of the main organization’s that regularly campaign for animal rights. Before the project began, I heard of an interactive app by the organization for educational purposes.
WWF Together allows a user to have a closer experience with endangered animals using a mobile application. Learning new facts, interacting with games, view high definition galleries/videos and even testing your own skill set against these amazing creatures. The app uses the most up to date technology, which is amazing and very advanced compared to how my app will be. This app does tackle many of the factors I wanted to promote but I hope my app for the campaign will differ allowing families to explore and interact in a different way by exploring the sense of curiosity.
WWF Together allows a user to have a closer experience with endangered animals using a mobile application. Learning new facts, interacting with games, view high definition galleries/videos and even testing your own skill set against these amazing creatures. The app uses the most up to date technology, which is amazing and very advanced compared to how my app will be. This app does tackle many of the factors I wanted to promote but I hope my app for the campaign will differ allowing families to explore and interact in a different way by exploring the sense of curiosity.
In Pieces
I came across an online interactive exhibition called “In Pieces” by Bryan James. The exhibition uses 30 separate geometric shapes to generate 30 endangered animals morphing into one another. I completely love this exhibition because from the minute you enter the website, you automatically feel relaxed through the very relaxing soundtrack playing on the background as you guide yourself from one animal to the next. The exhibition it’s self is visually very pleasing with its use of coloured backgrounds complimenting the natural colours of the animals.
Geometric shapes are very current with many illustrators and designers, so it is something to consider when designing the animals to keep them up to date with current themes in the creative sector.
To experience the exhibition yourself, click on the following link: http://www.species-in-pieces.com/
Geometric shapes are very current with many illustrators and designers, so it is something to consider when designing the animals to keep them up to date with current themes in the creative sector.
To experience the exhibition yourself, click on the following link: http://www.species-in-pieces.com/
Exploring styles of illustrations
The posters are the main priority for the project as they will determine the theme, which will be carried out through out all of the deliverables. So it is important that I begin my development here for the next stage of my research. I used websites such as Pinterest and app's such as Instagram to find how other artists/illustrators have developed unique styles in their work to draw the publics attention towards them. Below are some examples of work, which caught my attention.
Jen Bartel
I found a series of illustrations by Jen Bartel which looks at the issue of endangered animals. Her animals very from different colours, shapes and patterns. This makes each illustration individually unique on their own, as well as a strong piece as a collection. I love working on projects that create a series of out comes at the end, that can be used together or separately. These have always been the ideal briefs for me.
Miguel Sousa
I came across a project called “Impossible Magnets” by Miguel Sousa. Sousa’s collection of magnet designs are inspired by the worlds within films, TV shows and books we can never visit. The idea is inspired by what a souvenir would look like if we ever got to visit these lands. Between the detailed flat illustration and smooth motion graphics, I was really impressed with this project. Each design like Bartel’s work has an individual style to suit each world. His use of a circle as the frame for his illustrations is a simplistic technique, which immediately draws the eye towards the center of each piece. I will have to taken in to account to ensure the my target audience will notice the illustrations, but also draw the children and adolescents towards the posters.
Kerby Rosanes
Kerby Rosanes is an illustrator I came across on Instagram and I have followed his work ever since. I love the hand drawn detail that is applied to every single illustration and his of using geometric design with organic forms breaking out. I have seen a combination like this many times which has always worked out really well. This is something I should consider when I am designing each of my animals.
Ben O'Brien
The work of Ben O’Brien uses organic free formed shapes to create his illustrations of wild animals. On a website featuring his work he says “So I had the idea of vectoring them quickly, at first they were taking no more than 5 minutes, just vector the shapes from the sketch, quick colouring & we were done. However they lacked the depth & beauty of more detailed illustrations, so I started to use transparencies, just quickly, to add depth where the shapes overlapped.” Changing the opacity for his illustrations was a great idea as he created more intriguing detail without having to add any extra details.
Poster layouts
I began to design what the poster layout would look like. I thought about creating a series of posters with one main poster tying them all together but from this point I can't decide if that would be necessary.
Animal Sketches
Trying out different perspectives of the body using a tiger for an example. I also tried only focusing on the face to experiment with different styles.
I had a meeting with Padraic and showed him both of these sketches. I personally thought to focus on the face more, creating a focal point and that number 3 on the page was the best option. It combines both elements of organic structure to recognise the animals features and geometric design to capture the audiences attention. Padraic agreed with me gave me the all clear to move on with the project.
I had a meeting with Padraic and showed him both of these sketches. I personally thought to focus on the face more, creating a focal point and that number 3 on the page was the best option. It combines both elements of organic structure to recognise the animals features and geometric design to capture the audiences attention. Padraic agreed with me gave me the all clear to move on with the project.
Focusing on all the animals.
On the images below I began to design a similar style for all the animals.
Logo Design
Taking a break from the animals, I thought I should start designing the logo for the campaign. For the logo I wanted
The chosen logo from the sketches was taken into Adobe illustrator. The icon was first developed from the letter “B” in “Behind”, from then it was applied with the remaining text. From this point various options were developed to test different fonts, which would both compliment the boldness of the icon as well as the over all friendly animal theme. Figure 13 shows the logo at current stage of the development.
The chosen logo from the sketches was taken into Adobe illustrator. The icon was first developed from the letter “B” in “Behind”, from then it was applied with the remaining text. From this point various options were developed to test different fonts, which would both compliment the boldness of the icon as well as the over all friendly animal theme. Figure 13 shows the logo at current stage of the development.
The next stage of the project was to develop the chosen logo in Adobe Illustrator. Once I created the icon, I needed to find a font which would complement the icon as well as be suitable for every aspect of the campaign. Below are some examples.
Out of all the options I was most pleased with the font called "雅痞-简 常规体". This is an automated font all ready in the software but i felt it was best matched with the icon as it has a quirky quality thats represents child like behaviour.
Developing the Animals
Going back to my poster's for a while, I began illustrating my animals also on Adobe Illustrator. I started by tackling the tiger to see how one of the animals would turn out before creating the rest. Over all it was going smooth until I finished outlining the tiger. I applied a simple black, white and grey colour scheme in the illustration to see how the shape looks. Straight away I felt it was too basic. Not enough character or depth to make the animal standout out and it definitely would not catch the eye of public. Example of the image below.
Going back to the sketch book, I then redesign the tiger to have more geometric qualities. I also considered what Ben O'Brien said about giving the animals more depth by changing the opacity. From that I decided to take on his advice and apply it to certain areas of the face. I have to say I was very happy with the outcome overall.
I then moved on to applying colour. I used pictures of tigers as my colour scheme to create the finished look below. Once I was happy with that, I applied the same idea to all the other animals.
I then moved on to applying colour. I used pictures of tigers as my colour scheme to create the finished look below. Once I was happy with that, I applied the same idea to all the other animals.
Once all the animals where combined together, I soon thought the colours did not look right. Each animal individually looked good on they're own but once they were together I felt there was no connection between them except for the similarity in shapes.
I decided to give them each they're on colour scheme by using the website Coolors. I designated a colour with each animal and then used coolers to find a scheme of different shades to use on them. I wanted them to be really bold as I knew this would be a factor I would need if I wanted to catch my audiences attention.
I decided to give them each they're on colour scheme by using the website Coolors. I designated a colour with each animal and then used coolers to find a scheme of different shades to use on them. I wanted them to be really bold as I knew this would be a factor I would need if I wanted to catch my audiences attention.
Final Posters
New Logo
In my last meet with padraic, I showed him my logo and explained how I felt something wasn't right with it. He explained to me how at the moment the logo and the animal illustrations didn't fit together. They felt like to different projects and there was nothing linking them together. Between us we decided it would be better to make the most out of my illustrations. Using the the original font I had chosen we combined the two elements and Done! Just like that we had a new logo which fitted in with the overall style of the campaign. Padraic suggested that I did not only have to stick with one logo but change it up. That the aniaml could change within the logo depending on a situation.
Timing issues
Once I had the posters complete, I realised I was further behind on the project than I thought previously. This was a worrying matter because I knew the amount of work which still needed to be completed in time for the project deadline has now became unrealistic. In order for the deadline to be kept, I decided to abandon the idea of having a website as part of my deliverables. The app is the main interactive experience the target audience will need in order to tie the whole campaign together. Therefore the website was the only reasonable selection to take away from the project.
App Design
The sketches below are a few examples of designing my app. It is important that I try to make the app as functional as possible for all ages allowing the user to complete every task set. Once I chose my favourite sketches, I created a paper prototype from them and used this with my roommates to see how functional the app was. Overall the results weren't bad. There were a few issues with some of the options such as returning to a screen, but these are issues I will tackle in my next prototype.
Wire framing the app
On the image below, I have taken my revised sketches and developed them further on Adobe Illustrator. I created a map showing how the screens are connected to each other. From this, I took each screen and linked them together using invisonapp. Invisionapp is great because it allows you to see how a user reacts to the app on an interactive screen compared to using a paper prototype. I then gave it to my family to try out the app. My feedback over all was very good.
The following link will bring you my invision app wireframe: https://invis.io/WT7BFFVYA
The following link will bring you my invision app wireframe: https://invis.io/WT7BFFVYA
Final App Screens
Mock Up's of final outcomes
Creating my promotional advert for the app
Happy with how the screens have turned out, I then moved on to creating a story board for my promotional video. I wanted to keep video simplistic but still convey the message of what you can do on the app. I then remembered that the creators of Sheep Spotter had also created a promo video for their app.
I really agreed with their approach to keeping majority of their motion within the iPhone template showing the user what to expect when using their app. Below I have story boarded how I think I can use a similar approach within my own app, keeping the focus on the content.
Because I had the vector based assets already created, it was only a matter of adding the action to the vectors. I made a few changes whist creating the video such as switching sides for every time the app showed a new task. Overall though I am very happy with the out come.