Project Brief

This proposed communications design project develops a public-facing communications campaign to help the City communicate to members of the public that it is a good thing — for the environment and cost savings — for city agencies to re-use usable, acceptable, and regulated soil and fill material obtained from city capital projects on other city capital projects. This effort advances the recycling of construction and demolition waste materials, by helping the City to close material loops on its projects.

Background

Town+Gown New York is partnering with my course Design Corps to create branding and collateral for their CDW Reuse campaign.

Contribution

Through research and investigation, I define, develop and propose the
most effective deliverables for this undertaking, but current client-
proposed deliverables include brand images, posters, infographics, social media, promo video or motion graphics, and a micro-site.

To help City agencies communicate to the public the benefits of soil reuse, especially closing the soil loop to reduce the amount of excavated soil and imported soil.

Goal

Design challenge

Design Challenge

Targeted Audiences:
Contractor, Designers(architects, landscape architects, and engineers), Public

Environmental Focus:

Reuse of materials/reduces excavation and import new materials and their associated environmental impacts.

Reduction of transportation of materials

Financial Focus:

Reduction in construction costs(due to the reuse of new material) of soil

Reduction of transportation costs due to transportation from outside the city for new materials

Position

We should be credible and making strong connections to all audiences we are trying to target. Focusing on creating empathy to the public, building trust in the contractors, and sending clear messages to the designer.

Position

Publics

First-person Plural throughout the communications
Simple and clear language that direct people
Icons and easily understood images
A video that introduces the project

Contractors/Designer

Statements communicate who we are, what our project is
Languages that shows expertise in the area and detailed explanations
Infographics
Articles with clear information, steps, possible outcomes

Message

Publics

Let’s reuse soil altogether. We all benefit
from constructing with sustainable soil
We will have less traffic in our city
We will save sufficient money to support
every New Yorker

Contractors/Designer

Our beneficial use is fill generated within NYC sites. On-site
reuse of fill material may be used as backfill for the excavation from which the fill was taken
For fill that meets the testing requirements, the spill, sand, gravel or rock can be used as General Fill in any setting where the fill material meets the engineering criteria for use, except for undeveloped land and agricultural cropland, and can be used as Restricted-Use Fill or as Limited-Use Fill.
Closing the soil loop on City Capital Project is the most effective and sustainable solution for soil reuse in NYC. Based on each requirement, soil fall into a different classification is reused in
each domain.

Message

Final Visuals - Identity

Identity

We want to provide our audiences with a straightforward understanding of what our project is while presenting our trust, authority, and legitimacy. The S represents our reusing product soil and the green arrow is a commonly understood reusing symbol. This combination gives our audiences a clear conception of our project. The circle background and the circular shape of S enhance our idea of reusing and recycling. The S in our logo is generated from Futura, a geometric font that works well with the circle background. The edges of the letter have been rounded for a more inclusive and friendly look.

Identity

Font - Acumin Pro

Color