grad502davidneville

[grad502davidneville]

Instagram

Made my Instagram posters, same as my printed posters just with a different layout to be suitable for an Instagram post dimensions

[grad502davidneville]

3 Poster series

having created my design system, I created my poster series following it exactly so my awareness campaign can be more recognisable. I also used confronting slogans to bring attention and shock value for the facts that support them. I also used slang words such as Slay and Dope which will be more appropriate and relevant to the Gen Z audience. 

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WIP 5

I think this will be my final or close to it after some tweaks when I print if there are colour or other printing issues. Before doing the Zine, I firstly refined my logo and followed the borders of red hat display to determine what my pants icon would need to look like an n also, this resulted in the following logo

After this I started on my Zine on Indesign creating a parent page with margins..

The first thing I did was significantly reduce the amount of text, to make it more appropriate readability for a Gen Z audience. This meant taking out alot of important info but I had to do it to consider the audience and the time they typically spend reading something. Then I significantly simplified the design system. I used only contrast for my illustrative assets, I reduced the amount of fonts to 5 (all fonts below body text +) and learnt how to use paragraph styles so I could do this effectively. 

I also made my design system being the first page has white background and second page has lower opacity background color used in the spread combined with the contrasting icon or asset. Each spread has a different color theme reflecting what it is specifically about as the reliever recommended doing this as it didn't make any sense making pages on landfill blue, nor meet a design system, so made the pages have their color as grey instead. bringing all my illustrator assets to Indesign was tricky but i learned how to do it successfully eventually and became more confident with Indesign as a result. 

[grad502davidneville]

WIP 4

In this WIP, I simplified my design system a lot like what I was recommended. I also added in “What is Fast Fashion” to give info on that that I needed to do and created solution pages with same design system. 

I thought I wouldn't have to do anymore to do any more WIPs and this would be my final, but I received further feedback from a reliever who gave me really good advice, saying you need to have much less information as target audience is Gen Z and will not be interested in reading near as much, so in my next zine I will really simplify my paragraphs and info, yet still include all the important info. The reliever also told me the design system was ok but to receive better marks it needs to be even more simplified and really recognisable to an effective awareness campaign. He said there is to many techniques being used, shadow, high contrast, and multiple fonts. He also pointed out something I hadn’t thought about before, why my pages 4 and 5 are blue, as they are not relating to the ocean like pages 1 and 2 so I need to change this and bring it into my design system. He also told me my current logo, the pants at the end do not look like an n, and he recommended I use the typeface (Red Hat Display) to determine how my pants shape we need to be to also look like an n, and use the typefaces borders. Finally he told me I needed to work from now on in Indesign as then I can use the same margins on each page and the design system will be better then. 

I also created some draft posters trying to follow the current design system, but after feedback from reliever I will change these to meet my new design system in Indesign and he even said they have a differnet design system than my zine, so they diffenitly need to chnage 

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WIP 3/Week 11

Refined my previous WIP to try and use the same design system across all pages, introducing large font in the background with low opacity, and using a low opacity shade for background colors. 

After getting feedback on WIP 3 which was again to simplify my design system hugely as still very uncertain, and bringing in different fonts and not doing it with other type looks off. And after Paul explained in class how we have to create the zine assuming they know nothing about the subject, I realised I didn’t even really have specific information on what fast fashion actually was so I have to include that and solution pages in my next WIP. 

I also created plans for where my posters will be and my campaign method (gorrilla tactic - massive poster right outside H and M, as there is a location at the moment for one right across from it) 

Also, I will have my 3 poster series on queen street, as it is on the way to HandM and other stores that sell fast fashion. 

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WIP 2

Did another WIP trailing the technique of using posters within my Zine, and used a tried high contrast between my assets. I also changed the front cover to Paul’s recommendations of disruption, finding a photo of fairly universal jeans, edited them in photoshop to take out the tag and applied image trace on them in illustrator. I then used the disruption technique by writing green over them in blue to draw attention. 

After feedback from Paul, he told me not to include posters within my zine so I will change this in my next WIP. He also told me I didnt have set design system at all yet, and spread pages 2 and 3 had a very different design system than the cover and spread pages 4 and 5. I am yet to do my solution pages so will do that in my next WIP.

[grad502davidneville]

Green Jeans 8 fold Zine WIP 1

For the critique lesson I created my first WIP of my 8-fold zine. The WIP is very drafty and unfinished but each page follows my bold and confronting design system 

Photo showing my pin up

Some positive feedback from the class and paul was that they said it looks really good, has a bold and appealing design system and contains great information. Although, Paul told me he thought it would be much more effective if I used more disruption to capture Gen-Z audience's attention (e.g. use a pair of jeans and writing green over them in non green colour) which I would make blue then as wanting to stick to my colour swatch or similiar. Paul also said to use more visual communication by using “green (environmental connotations) fonts” in order to connect the solution (GreenJeans) to being environmentally friendly. He also said possibly take out green colour and just use green font or trees/nature backgrounds. Therefore, I will trail all these things next and see if they look better and more compelling 

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Green jeans Call to action

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extra research for Green Jeans

Air pollution 

in 2017, textile purchases in the EU generated about 654 kg of CO2 emissions per person according to the European Environment Agency (EEA).

Manufacturing a single pair of Levi's 501 jeans produces the climate pollution equivalent of burning 21 pounds of coal.

coal was 114 years left 

Landfill 

Of the 100 billion garments produced each year, 92 million tonnes end up in landfills. To put things in perspective, this means that the equivalent of a rubbish truck full of clothes ends up on landfill sites every second. If the trend continues, the number of fast fashion waste is expected to soar up to 134 million tonnes a year by the end of the decade.

20% of global water pollution.

$500 billion is Lost Each Year Because of Under-wearing and Failure to Recycle Clothes

Globally, just 12% of the material used for clothing ends up being recycled.

2.6 Million Tonnes of Returned Clothes Ended Up in Landfills in 2020 in the US Alone

Most of the items returned to retailers from consumers end up in landfill. This is mainly because it costs more to the company to put them back in circulation than to get rid of them. Reverse logistics company Optoro also estimates that in the same year, 16 million tonnes of CO2 emissions were created by online returns in the US in 2020 – the equivalent to the emissions of 3.5 million cars on the road for a year.

Fast Fashion Brands Are Producing Twice the Amount of Clothes Today Than in 2000

Due to the number of cut outs for the clothing, a large number of materials get wasted as they cannot be used any further, with one study estimating that 15% of fabric used in garment manufacturing is wasted. Post-production, 60% of approximately 150 million garments produced globally in 2012 were discarded just a few years after production.

https://earth.org/statistics-about-fast-fashion-waste/

So what do we do with all our clothes? At the moment, figures show that of all the textiles manufactured each year, 12% are lost during manufacturing in the form of cutting and production waste, 75% are sent to landfill by consumers, 12% are put back in the system through donating or recycling, and <1% are regenerated into new fibre for new clothes.

Landfills are the third-largest source of methane emissions in the U.S., according to the EPA, contributing 18% to the country’s total. Methane is generated in landfills as waste decomposes and is known to be 25 times more efficient than CO2 at trapping radiation, making it a huge global warming problem. So keeping clothes out of landfill is always the best option.

https://www.makegood.world/fashions-problem-with-waste

overproduction and cheap fabrication; nearly one third of the clothing produced is burnt or trashed before being sold.

https://www.fairplanet.org/story/how-the-fashion-industry-pollutes-our-water/

Our desire for new clothes sees more than 100 billion garments produced worldwide each year, more than double what was made in the year 2000. What's more, of the textiles made each year, 85% ends up in landfill or incinerated.

https://www.makegood.world/fashions-problem-with-waste#:~:text=Our%20desire%20for%20new%20clothes,up%20in%20landfill%20or%20incinerated.

as well as facts on the effects of fast fashion on air pollution and landfill, Paul told me I needed to state why these effects on the planets caused by fast fashion are bad as I will have to include them in my awareness campaign so I found out

why is increase in fast fashion produced landfill bad - many problems but main problem is its contribution to climate change

why is increase in air pollution (CO2) released bad - contributes to climate change 

Why is climate change bad? - and then say why this is bad 

Sea levels are rising and oceans are becoming warmer. Longer, more intense droughts threaten crops, wildlife and freshwater supplies. From polar bears in the Arctic to marine turtles off the coast of Africa, our planet’s diversity of life is at risk from the changing climate.

Climate change poses a fundamental threat to the places, species and people’s livelihoods WWF works to protect. To adequately address this crisis we must urgently reduce carbon pollution and prepare for the consequences of global warming, which we are already experiencing.

https://www.worldwildlife.org/threats/effects-of-climate-change#:~:text=More%20frequent%20and%20intense%20drought,on%20people's%20livelihoods%20and%20communities.&text=As%20climate%20change%20worsens%2C%20dangerous,becoming%20more%20frequent%20or%20severe.

realising I hadn’t done this for water usage and pollution, i researched why increasing water pollution and huge usage of water is bad 

The textile finishing and dying process infuses many chemicals into the water, including oil, phenol, dyes, pesticides and heavy metals, like copper, mercury and chromium. The polluted water can make its way to nearby streams and groundwater and may then be used for irrigating crops, therefore contaminating food sources with carcinogenic chemicals.

https://www.fairplanet.org/story/how-the-fashion-industry-pollutes-our-water/

relates to cancer, sickeness, and minimises suitabek drinking water for a huge population 

[grad502davidneville]

Green Jeans refinement

After talking to paul and getting feedback on my change of branding, he told me I was overcomplicating the logo, using the pipe with flowing waste/pair of jeans as an n at the end of green. So instead I scrapped the flowing pipe/jeans icon and simply used a pair of pants for the n, still relating directly to my call to action being green jeans, and clear that the pants are both an n and pants  

I used 2 different pants with fill and stroke to compare what would look the best, concluding that bottom jean options looked more like a pair of pants as well as an n, and that bottom left option was most visually appealing so that is my final logo 

I created a draft cover page or poster template to see how my new logo would look as part of my zine and it looks really appealing 

Realising now that my awareness campaign is not specifically about jeans usage and wastage of water (what 2muchblue was about) but more general about how jeans and fast fashion are not sustainable and environmentally friendly (indicated by new name GreenJeans). This means that I will have to do some more research on the environmental damage fast fashion is doing to the world apart from just water-related (landfill, air pollution etc) so that is what I will explore next

[grad502davidneville]

GreenJeans

After receiving great feedback from Paul for a possible new idea asking how green are your jeans?, asking how environmentally friendly are your jeans and the sentence rhymes which is good for a tagline. From this I came with the name jeangreen for my awareness campaign name, using a disruption technique in my logo by having GREEN wrote in blue, signifying both how jeans are blue and what resource it is taking which is making it most non-environmentally friendly being water. I also created a draft poster for the idea. 

I applied the logo to one of my existing posters and immediately realised it was going to be hard to use green and blue together if there weren’t gonna be more assets that were green, so I did some trailing of ways I could do this 

realised this was hard to do but kept on trailing new ways to do it, and realised the logo was just to bold and doesn’t look fitting within the poster so I start to explore different logos below. I also created a new poster layout on the left poster which looks much more appealing and will carry this poster layout through instead

I liked the left logo the most applied to my both my new posters to see how it would look 

Although it looks good, I actually realised that the lower case green lettering with the green droplet behind looks really appealing so why not try and create a logo out of that and make my main text part of the logo eliminating the need to of put the actual logo on the corner of page or somewhere else. 

I came up with this logo, showing it in a couple of different background colour options. It maintains disruption with Green being clearly not green, the pair of pants in the N still has the alternative image of a pipe flowing water (reflecting the waste fast fashion produced jeans produces) and the background green water droplet indicating “green jeans” - the environmental footprint we need to make instead of a blue one “dye and waste” 

Applied my logo to both my new poster which looked really good and altered it to look more supportive of my new logo, looks really appealing and fitting 

[grad502davidneville]

Revised Draft poster

Revised my 1st draft poster with my proposed design system and logo. It looks much more aesthetic and clean.  

I also came up with some more ideas for possible confronting infographics and imagery 

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Sustainable Cotton

To show Sustainable clothing options apart from just jeans so can improve my call to action I explored sustainable cotton options also and found Kathmandu sources 100% sustainable cotton. 

They source their cotton from The Better Cotton Initiative (BCI) https://bettercotton.org/

The Better Cotton Initiative (BCI) makes up the largest part of our cotton portfolio. BCI is a global initiative that aims to find more sustainable solutions for farmers, for the environment and for the future of the sector.

In 2018, more than 1 million metric tonnes of Better Cotton went into the world’s supply chains. Better Cotton was grown by 2.2 million farmers in 21 countries and made up 19% of global cotton production.

They also use “Recycolor” cotton also which is recycled cotton from factories

Facts About Fast Fashion Cotton production 

The cotton industry is responsible for 24% of the world’s insecticide use and 11% of its pesticides. At the same time, it takes on average 10,000 litres of water to produce one kilogram of cotton. Another way of looking at it is: it takes around 2,700 litres of water to produce one cotton t-shirt.

The social effects beyond this are acute. The Aral Sea in Central Asia was once the world's fourth-largest lake. Heavy use of the lake for cotton irrigation caused it to dry up completely, releasing toxic chemicals from its bed into the air (43 million tons of pesticide-laden dust is blown into the air every year). The region around the Aral Sea has the highest rates of throat cancer in the world.

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More Awareness Campaigns

ControlArms.org

its purpose was to raise awareness of how easy it is to traffic firearms and reduce arms production and trafficking worldwide, and they did it through  producing confronting infographics that have high shock value that catch your attention. The Campaign uses social media as the main media which I think I should also do as it as my target audience being Gen Z is by far highest users of Social Media so is more likley to be seen by them. The Campaign was also highly effective and succesful giving me all the reason to use it as design system and campaign template. 

The black silhouette of people with blue tone backgrounds looks very appealing and clean, possible template for a design system 

[grad502davidneville]

Revised call to action

After having a talk with Paul, I came up with a better call to action which is more interactive for viewers, as a link and signing a petition is not very interesting and could go wrong. So my new call to action is making people aware of sustainable jeans and clothing companies such as jeanlogia and ital denim so they can be aware there are sustainable and affordable clothing out there. I also want to push the idea of being proud of your clothing and where its came from, what your clothing represents - sustainable clothing - good person, care about the environment. Idea to push this (show your good genes with good jeans/ good genes-good jeans, bad genes-bad genes). This direct statement will confront people wearing cheaply unsuitability produced jeans and clothing, which is exactly what I want to do, this can then encourage boycotting places like H and M, Shein etc 

[grad502davidneville]

week 7

assessing awareness campaign 

character for awareness campaign (pair of jeans) 

Awareness Campaign ideas Use a crossword or word finder to point out words, and interactive designs so people are interested - great marketing technique, gen z will be interested, Use it To uncover shocking facts 

Use photoshop stroke and blatches, ink blatches, like rugby campaign, makes it looks serious and impactful, anything to present more impact.

More Working Title ideas 

Be proud of your jeans 

Where your jeans proudly 

Good genes good jeans 

Bad genes bad genes 

Show off your good genes with good genes 

[grad502davidneville]

Logo Development

Tested out some possible logos, I realised I should use my typeface in the logo so I have the same design system which I haven’t done here. Also I want to use an infographic in my logo witch relates more to my topic unlike a water drop. 

I first created an infographic for my logo, I think the 2nd one is the best as it looks clean and simple and shows the water pollution with the pipe and water as well as looking like a pair of pants which is the symbolism behind the logo 

created some more logo developments, but had a friend look at them and he didn’t see the pipe/pants as an m so can rule out the possibility of trying to use it as an m in much. He also didn’t really see how the pipe and water could also be pants until I told him so I need to change that some how.

lowered the scale of my infographic which actually looked a lot better and redeveloped which also looked better although now looks less like pants due to cutting it off, so have to change that back 

This is my final logo, on what will be the different colours of my colour swatch, it is clear that the infographic is pants and the logo looks very clean and appealing. It also looks very good and nicely fit on my draft poster