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Assignment: My objective was to design a pro-bono poster for a local fundraising event that encourages the public to purchase plants. The proceeds of this sale go towards educating local youth about the importance of taking responsible care of the land and its natural resources. The sale provides funds for teaching materials, field trips and related activities.
Approach: Rather than using more predictable pictures of leaves, plants or trees, I chose the unexpected image of a leaf-mimicking insect that camouflages itself as leaves to avoid predators. This image invites a closer look and points to the intertwined ecosystem that connects plants and the creatures that live among them. The posters are printed on fine-art watercolor paper with a deckled edge, in a limited edition. The classic fonts and filigree used in combination with this paper soften the potentially menacing bug image and give the overall poster an elegant and engaging look. The posters are also a tribute to my late parents, in whose honor the event is named.
Results: Awareness of the plant sale event continues to rise. In addition, numerous people who want the poster for themselves have requested copies. The positive feedback has been tremendous. This poster is the fourth in an ongoing series.