Homeless Animals

Research

I researched endangered animals and the effects of deforestation on their habitats. I explored different animals and visual approaches that could communicate the environmental issue effectively. I also considered WWF as an organization connected to wildlife conservation and researched ways to incorporate a call to action into the campaign.

Audience

I researched endangered animals and the effects of deforestation on their habitats. I explored different animals and visual approaches that could communicate the environmental issue effectively. I also considered WWF as an organization connected to wildlife conservation and researched ways to incorporate a call to action into the campaign.

Concepts

I explored several endangered animals, deforestation imagery, typography treatments, color combinations, and poster compositions. I initially considered using a direct image of deforestation, but I wanted the final series to focus more clearly on individual animals affected by habitat loss. I started out with initial sketches to bring my ideas to life. I was thinking finding ways to save the enviroment but the deforestation and endangered animals tied together better.

Iterations

I developed multiple digital drafts and evaluated the relationship between the imagery, typography, color, and overall composition. I found that the blue background competed with the green typography, so I explored a white background instead. I also determined that the original deforestation poster did not fit conceptually with the other animal-focused posters, so I replaced it with a Spider Monkey. I refined the typography, removed unnecessary captions, enlarged the campaign tag, and incorporated a stronger call to action.

Digital Draft One

The original version I created to begin this project. I started with a blue background because this represented the color of the sky. This would also draw in the nature theme. The original idea was to have these posters be about deforestation and two animals that have lost their habitat due to this. I wanted a logo of a wildlife foundation, but I did not know which yet, so I had a placeholder. Along with a random image of some logs in a heart. I thought that would tie in with the deforestation idea.

Digital Draft Two

I started refining my ideas. I took out the blue background and kept the background white. This allowed the green font I was using to stand out more. The green font ended up representing the theme of nature. I still wanted to have these posters about deforestation and two animals that have lost their habitats. I also was able to find a wildlife foundation that worked for my posters and that was the World Wildlife Fund (WWF).

Decisions

I chose a consistent visual treatment for all three posters so they would function as one campaign rather than three unrelated designs. I used green to reinforce the environmental theme and white space to make the typography more prominent. I also included WWF information and a call to action to encourage viewers to learn more and take action.

Color Palette

Since this poster series must do endangered animals and deforestation, I wanted to use colors that bring the nature feel of these posters to life. So, using green for the font and text helps bring information to life. But also used to stand out with the white background.

Typography

The typography was used to make the posters eye catching. Archivo Black was bold enough to catch your eyes at the top of the poster. Having the Myriad Pro help bring information to life.

Final Solution

The final solution is a cohesive three-poster awareness campaign featuring endangered animals affected by habitat loss. Each poster communicates the environmental issue while using consistent typography, color, imagery, and composition to create a unified campaign. I realized that having one poster with a picture of deforestation and talking about deforestation did not fit with the other two posters of the Koala and Sloth. So, I changed the picture to a Spider Monkey. I also took out the captions I had under each picture. Made the tag much bigger and added a call to action with WWF’s website and logo. I added the forest landscape at the bottom to add some details to the negative space at the bottom and to tie in the idea of saving the Earth.