Bachelor of Communication Design Design MADA Now 2022

Hailey Bartholomew

Hi! My name is Hailey and I am a Melbourne based graphic design with focus on communication design and marketing. I have a passion for graphics, typography and digital formatting for creating and or promoting brand identities. The brief Activation has taught me to explore and experiment with my brand “Sprout” which is a not-for-profit campaign to grow your own produce. This campaign has pushed me to discover new ways of presenting ideas to my targeted audience and how they may interact with these designs. Sprout intends on promoting the sustainable switch to grow your own produce and herbs by reducing our food wastage and reducing our environmental footprint.

SPROUT - Garden starter kit

Sprout is a campaign in which actively promotes individuals to grow their own produce and herbs to reduce food wastage and live a more sustainable lifestyle. The primary outcome for this campaign included a “Garden starter kit” which included pots, seeds and instructions for beginners to start their sustainable journey. This kit acts to engage with the audience and establish a positive attitude towards this switch in lifestyles. Sprout is committed to a healthier planet by using recycled paper and cardboard with minimal coloured print.

SPROUT - Shopping tote bags

This campaign included a series of secondary outcomes to support the notion of “grow your own” produce. This secondary outcome included two styles of tote bags which can be used for grocery shopping. This outcome is intended to spread awareness to the community who continue to purchase herbs and produce from the shops, and further promote Sprouts brand identity.

SPROUT - Micro-site and social media

The micro-site and Instagram was designed as a simple and engaging way for individuals to learn more about this campaign and join the community of Sprout. With focus on large imagery, minimal text and colours, these secondary outcomes act to establish a friendly community and positivity around the subject of food wastage and sustainability.

SPROUT - Campaign Posters

These campaign posters are found in urban areas, particularly found outside of supermarkets and street walls. These posters use negative space and minimal colour for a simple and engaging design which is straight to the point. These posters further complement the campaign as a whole by reinforcing this message of sustainability, paired with the green used consistently throughout the campaign.

SPROUT - Garden Starter Kit

This design is clean and minimal which reinforces the idea of a sustainable future through changing lifestyles and making the switch to growing your own produce. The design primarily implements a deep green colour to
represent our environment and cleanliness, with additional peach and yellow to distinguish the different types of seeds and brighten the overall design.

Design Research Kit

This “Activation” brief began with the design of a research kit to investigate the current situation of sustainable produce. This kit included various activities which assisted in the participants thinking process regarding their current buying habits with fresh produce. This engaging activity booklet gathered vital information and aided in the decision process for the final outcomes of my Sprout campaign.

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