Ecopoesis, Summer IXD Internship, 2021
Objective: Create an interactive experience, and/or game that represents the goals of Ecopoesis.
Approach:
Our first take when approaching this concept was based on understanding the brand as it stood. Our first step was to go to the ferry building and witness the exhibit on noise pollution, led by Ecopoesis, to get an understanding of what this movement was all about. After visiting, we still had questions about the meaning of Ecopoesis, so we scheduled an interview with the clients. The clients told us that Ecopoesis was about the emotional weight of climate change, instead of an analytical look. This was what we took to brainstorm ideas. We knew we wanted this project to be larger than one location, as climate change and noise pollution has an effect on us all, so we came up with a social media strategy that encouraged people to document what their location sounds like with the hashtag #canyouhearit. We also wanted to have a brand identity that was clean, emotive, and universal. We came up with a poster design that was easy to make, using hues within a color palette that was earthy, organic, and dramatic, we overlaid them on our own photography with text “What does ____ sound like?”. The blank space could be literal or abstract. With our typeface being Neue Haus Grotesk, whether something was abstract or literal, it felt connected with the movement.
Subway Posters
The subway posters were meant to link people to a social media tree, giving links to our twitter, website, and instagram handles. This was a way to spread the hashtag to a large group of people, and link them to our instagram directly. Jeiko De Silveira designed the logo for our brand identity. The logo would be the unit that connects all our posters together as it’s blown up on the center of each poster.
Animation
The motion design for Ecopoesis played around with the idea of growth, movement, and a metaphorical journey. We wanted it to feel like a road capturing the stories that connect people from around the world.
#Canyouhearit Brand Strategy
The social media campaign for Ecopoesis was connected all with the hashtag #canyouhearit, and “What does _____ sound like”, an emphasis on noise pollution and the emotional effects it has on us. With an adlib that can literally state the location of something, or an adjective to emote the feeling of a location, the tagline can resonate with a larger audience.
The videos were for the instagram side of social media. We developed two different internal identities through our brand strategy, for instagram, we focused in on video edits, and the #Canyouhearit hashtag. #Canyouhearit encouraged people to film themselves outside and describe what they’re hearing.
@Mcmumbria did the challenge on instagram, this is his video!
The Twitter handle was handled as if it were a charcter, another human out in the world excited about the sounds that surround them. This was designed because the twitter audience has a very different feel than instagram, so the tweets are more humanistic.
Instagram Promotional video
Photography
photos I took for the project
