Asset 8.png

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

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.

 

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. 

 

Final Visuals - 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 

 

Regular

Regular Italic

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

 

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

Bold Italic

Bold

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

 

 

 

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

1234567890

#3f2714

#8dc582

#e4d0b5

#967f6d

Platforms

T&G Platform.png

Final Platforms

brochure-folded.png

For contractors/designers

Brochures with our project’s details and infographics can provide clear information. Information, therefore, can be brought back and reviewed. 

poster (1).png

For publics:

Poster at subways and construction site advertisement where
large flow rare is, can effectively spread words
to the locals. 

website.png

For contractors/designers

Micro site with project details can help contractor and designer understand the  project in detail and show the project's specialization.

Final Visuals - Public Brochure

 

Final Visuals - Professionals/Contractors Brochure

Final Visuals - Client/Public Handout 

TG_Handout3.jpg
 

Final Visuals - Professionals/Contractors handout

TG_Handout2.jpg

Final Visuals - Construction site signage

 
Construction-site.jpg

Final Visuals - Micro Site

 

Learn more about the project and the benefits using reused soil. 

Scroll to view more

Scroll to view more

Scroll to view more

Scroll to view more

Screen Shot 2019-11-13 at 2.10.11 AM.png

Final Visuals - Micro Site Prototype

Final Visuals- Subway Advertisement 

TG_subwayposter1.jpg
 
TG_FinalPosters.png

Process: Iterations & Research 

 

Brochure Iterations

T+G brouchures2.jpg
T+G brouchures.jpg

Micro Site Iterations

TG_Site_mockup.png

Social Media Iterations

T+Ginstagram_mockup.jpg
smartmockups_kfojo3p5 copy.png

Poster Iterations

WEB_296328 copy.jpg
t+g_subwayposter2.jpg

Research & Case Study

TW01_Branding_Research_ED_C15.jpg
TW01_Branding_Research_ED_C13.jpg
 
TW01_Branding_Research_ED_C12.jpg
TW01_Branding_Research_ED_C1.jpg
TW01_Branding_Research_ED_C14.jpg

More Work