See the Sea
UNDERGRADUATE DEGREE PROJECT
This was my degree project for when I received my Bachelors in Design Communication from Lasalle College of the Arts, Singapore. The project aims to promote awareness of the work that several organizations do with the underlying importance of conserving the marine ecosystem.
Addressing the Issue.
The brand identity has been inspired by the action of trade and of the story of the monger - he wants to share the brand with his consumers and also give something back to the farmers and to the community. The use of an optical illusion brings forth this idea of revolution, the earth, and how people stay connected, as part of a bigger spectrum. Shallow water animals that breathe air, like turtles, manatees, dugongs, and whales are often hit by boats and caught in fishing gear. Species such as turtles that lay their eggs on land often lose their nurseries due to coastal development. The dying coral reefs all over the world produce a large amount of oxygen that benefits humans. Just as the Amazon has been named the ‘lungs of the world’, coral reefs are known as the ‘rainforests of the sea’.
Identifying the Need.
Having stated this, a lot of corrective measures have been implemented in various coastal regions of the world. However, these associations and reserves are not given the amount of credit they deserve. Unfortunately, most people are not aware that such associations exist. My hope is that if people are more aware of the possibility of making a change, they will extend their support and help preserve the marine ecosystem for their future generations.
Who am I reaching out to?
While ideating I realised that the youth are the ones who are my main target audience since they are the one’s who need to be aware of the extinction crisis. Hence, all the deliverables created for this were project were aimed at a younger age group (8-15 years).
My first concept for a prototype was to experiment with handwritten typography. The idea was to create a typeface using calligrams that consist of facts and illustrations of endangered underwater animals that are being abused by human negligence. The aim was to use the typeface as an image or tool of expressing the need of spreading awareness. This was done by implementing them in an educational catalogue and as collectable postcards.
After conducting user testing on a younger target audience I learnt that they liked the vibrant colours of the typeface and told me that they picked up the postcards according to what their names started with or to give them away to friends/family as presents.