Katelyn McDonald

Through my research for this campaign, I discovered that the fashion industry is responsible for up to 10% of the global greenhouse gas emissions and up to 20% of global water waste. As much as 92 million tonnes of clothing ends up in landfill every year. To gain a more in depth analysis on how this much clothing could possibly be wasted, I created a survey that asked participants questions about their clothing lifestyles and mindsets. The most prominent piece of data to come from this, is that 67% of participants just throw away their unwanted or torn clothes.

It was these shocking statistics and mindsets that motivated me to create a campaign that not only raises awareness of the impacts the fashion industry has on the environment, but also teaches people ways to approach clothing with the environment in mind. This meant developing a brand identity that is memorable and appealing to a large audience, and developing products and content that build a learning experience for the viewers.

This project asked us to present a topic in an accessible manner to a younger audience. I brainstormed some ideas and decided to look into what different types of fabric are made from. This can be quite a complex topic to explore, so to make it easier for children to absorb, I translated the information into simple fun facts that were printed in an interactive book.

To engage primary school aged students, each page has fabric sandwiched between a paper stencil to create a sensory experience. The split-page design and accessories sheet allow the reader to make unique outfit combinations whilst learning about the way our clothes are made.

This branding project asked us to rebrand an existing company and create a guideline book for the brand specifications. I chose to rebrand Great Walks of Australia which is a travel company with a collection of Australia’s best multi-day guided walks.

This brand book outlines and documents the rebrand Great Walks of Australia has taken to appeal to a broader audience and showcase Australia’s best features. This has been done through a logo redesign and the inclusion of a variety of applications to complement the overall walking experience.

The Little Food Festival is Australia’s first and only festival that, through the language of food, inspires tens of thousands of young Victorians to collectively overcome three of our most significant global challenges – climate change, health, and social connection. The festival aims to create long-term positive social and environmental impact by putting the fun back into real food and transforming the food system.

This project asked us to animate an explainer video for children and their carers, that provides an overview on what the Food System is and how we can transform it. I did this by writing and narrating an informative script that was supported by cute little food characters.

View full video at www.youtube.com/watch?v=nR2plHSuWDo