The Nature Conservancy
The goal of this campaign was to communicate the importance of wetlands to a specific audience by producing artifacts for The Nature Conservancy with the goal of increasing website traffic and donations to their Blue Carbon initiative. Additionally, I was given the Essence culture segment as my audience and had to tailor my approach to their attitudes and values. As culture is a way of exploring the world for the Essence segment, artistic elements and techniques such as collaging was used throughout the campaign to create a cohesive look that is engaging. The campaign consisted of infographics, a booklet, and a video optimised for TikTok or Instagram Reels.
Communication Design project at RMIT University, 2022
Infographics
The first part of the campaign was to create infographics for two different channels: their Instagram page and their website. The main objective was to display statistics that communicate the importance of wetlands to marine life.
Booklet
The booklet discusses the value of coastal wetlands in further detail and introduces the Mapping Ocean Wealth report, which is part of The Nature Conservancy's initiative to conserve Australia's southern coasts. The images in the booklet are treated in the same way as the infographics, but in a different colour palette.
My scope of work included writing the copy, editing images, designing layouts, and finalising the booklet.
Collaborator: Yuehang Zhao
Video
The content of the video is based on the storyline and structure of the booklet, with a call to action at the end to read their report and learn more. Although the assets used in the video have different visual styles, they are still in line with the collage theme present throughout the campaign.
​My scope of work for the video included working on the storyboard, writing the script, recording the voiceover, animating scenes and putting all the elements together.
Collaborator: Yuehang Zhao
