Urban Transportation Campaign

My Role

  • Graphic Design
  • Poster Design
  • Brochure Design
  • Motion Graphics
  • 3D Design

Course

DSGD 104: Intro to Graphic Design

Client & Scope

Our hypothetical client is SPUR, a nonprofit whose aim is to research and advocate for better urban planning. The scope and topic for this project series is Urban Transportation, and I chose to narrow the scope by focusing on the global climate impact of urban transportation.

Campaign

This campaign is composed of four projects that communicate a significant message while it relates to the overall topic of Urban Transportation. It's based on the topical research findings we organized in our first project, the Content Map. Campaign brief:

"While [the projects] can be conceptually distinct from one another, they should be regarded as part of an integrated campaign of materials, with appropriate visual relationships tying them together as a unified program. each student is responsible for establishing a unique graphic and conceptual focus and determining how that focus is maintained throughout the project series."

Jump to a project in this campaign:

Poster
Brochure
360º Kiosk
Motion Graphic

Ideation

I wanted to create a campaign for something I really care about and I'd been primed with an awareness of global warming after spending two semesters in a class called Global Climate Change. One of the things that stuck with me the most throughout that course was this:

Those least responsible for global warming are those who suffer from it the most.
— Brandon, David, and Bettina, my inspirational team of professors

I also learned that transportation is one of the biggest culprits responsible for global warming due to the enormous amounts of CO₂ it releases into the atmosphere. CO₂, as you might know, is the heat-trapping air molecule that drives the greenhouse effect, a natural phenomenon that, at normal levels, insulates the Earth from the harsh cold of outer space.

But the excessive levels of CO₂ we've been experiencing, primarily caused by the transportation industry, has exacerbated the greenhouse effect. The rapid temperature rise causes ice caps to melt, sea levels to rise, and threatens a number of ecosystems and species like arctic animals.

Before beginning my explorations, I made a list of the different ideas and concepts surrounding global warming and cars.

Fuel

  • gas pump
  • cars
  • wheels (round, like the earth)
  • steering wheel
  • tires
  • fuel gauge
  • fuel prices

Global Warming

  • earth
  • round
  • plants and animals
  • melting
  • ozone layer
  • temperature, heat, warmth
  • rising, tension


Poster

Iterations

Using the list of phrases and words from above, I tried combining the shapes from two separate ideas to form a cohesive whole that (hopefully) translated into a message about urban transportation's effects on global warming. I sort of switched between the idea of heat, first depicting a thermometer, and the symbol of arctic life, using the penguin and the iceberg. I also struggled to find the right words to concisely and effectively convey my message.

Click through to view all my explorations.

 

Solution

At first glance, the poster illustrates an emperor penguin, Peggy, beginning to float away on one of the chunks of ice that has cracked and fell from the melting ice sheet. The ample white space contrasts with the tiny dot of Peggy and emphasizes the isolation of penguins, polar bears, and other animals like Peggy who are separated from the rest of their population as the ice they call home continues to melt.

Look closer and you'll notice that the negative space formed by the ocean water between the ice creates the shape of a fuel pump. The pump is literally breaking the ice apart. The more we fuel, the more it melts.


Brochure

In this project, we learned that brochures are a time-based media, meaning that rhythm and pace are factors that we have to consider when we're designing them. We must curate the experience and pace the information we present to the viewer.

The first thing the viewer sees is a massive glacier with just a bit of ocean peeking above it. I introduce an idea, "The more we fuel."

After opening the first panel, the phrase becomes "The more it melts," signalling a change. The water begins to melt the glacier into smaller chunks which are floating away. As the ice recedes, there is now more water than ice.

After opening the third and final panel, the glacier has melted even more, chunks of broken ice are increasing and floating into the ocean, never to return. Where the ice used to be, there forms a distinct shape of a gas pump.

Front Detail

Back Detail


360º Kiosk

Iterations

Below is what the kiosk looked like in its early construction/planning phase. I built the iceberg pieces from the bottom up, labelling each surface to keep track of them when I took them apart and scanned them into Illustrator.

Initially I wanted to carve out the gas pump on an angled surface of the iceberg, but the shape didn't translate well. Cutting out the pump from a flat surface allows it to be more recognizable and unambiguous.

 

Solution

 

Motion Graphic

Iterations

I started planning my 15-second movie by sketching out frame-by-frame storyboards like this.

 

Early ideas

Storyboard for final solution

 

Solution