Senior Design Campaign
Senior Capstone Project
Deliverables:
Identity System
Identity Guidelines Manual
Website
Poster Series
Social Media Campaign
Digital Prototypes
Overview
The Senior Design Campaign was the final capstone project of the senior year. This was a multifaceted project that served the purpose of representing the culmination of my design education. It was an expression of my proficiency, creativity, ability, and authority as a professional in the field of Graphic Design. This was an independent design research project that allowed me the ability to explore a topic that I was interested in, and express it in the design field with original concepts.
For my SDC topic, I chose to focus on the importance of coral reefs and why their conservation is imperative. This project would provide education to the masses and help create an impact on conserving the planet’s coral reefs through various deliverables. The name of my campaign is Bleaching the Barrier. This campaign’s focus to it explain why coral reef bleaching is distressing and how that effects everything around them.
Each deliverable explores a different reason as to why saving coral reefs are important. I wanted to make sure there was a variety of factors designated to each section of the project.
Problem Statement
Current Problem
A vast majority of people aren’t aware of how important of a role coral reefs play to our ecosystem and the marine life ecosystem. Those who travel to coastal locations only want to marvel at their beauty. It is important to educate as many as possible in order to make an impact on the environment and the rising ocean temperatures that are threatening their existence.
Desired Situation
By creating an interactive experience for both tourists and organizations, it can enable a fun and engaging way for visitors to become educated on the importance of coral reefs and their role in our world, while still being able to enjoy the visuals of coral reefs.
Consequences
If visitors aren’t educated in coral reefs, it could prevent conservation of it for the future. Ignorance would allow the markets. such as the tourism market, to continue to harvest coral reefs as souvenirs despite their importance in the ocean. Coral reefs would still be on track to die and go extinct by 2050.
Identity System
Logo Rationale
The logo design is a simple expression of the campaign’s name called Bleaching the Barrier. The logo uses two weight variations of the Raleway typeface - bold and extra bold.
The incorporation of the gradient has a very important meaning. Living coral often has vibrant colors such as purples, yellows, pinks, and blues. I wanted to express coral becoming bleached by starting out with the purple color of living coral cascading into the off-color near white that corals would have when going through the bleaching process. A process that shows life to death.
I wanted to make sure if people saw the logo or logomark they could insinuate what the campaign might be about. To clarify this, I turned the negative space inside the “B” into a negative cutout of a coral reef shape.
This logo uses CMYK colors to make easy use of the logo on print collateral.
BTB Identity Guidelines
This is the identity standard guidelines document that was made for the Bleaching the Barrier Identity system. You can view the guidelines in its entirety with the widget or on Issuu: https://issuu.com/paytonridge/docs/sdc_identityguidelines
Campaign Deliverable - Website
The Bleaching the Barrier website was my primary deliverable. Meaning all other deliverables of this project lead back to the website as its main source or hub of information. The website is a place where people can go to learn more about coral reefs and what the Bleaching the Barrier Campaign is about.
This website consists of 5 pages.
The Homepage details important facts about coral reefs while incorporating a coral that goes from living to dead white..
The About Us page details what Bleaching the Barrier campaign is about and what the brand stands for.
The Warning page expresses why coral reefs are important in our world and all of its contributions. This page explains how coral reefs are important in medicine and how they are used in areas such as cancer research. This information is also included on the poster series deliverable.
A Contact page where visitors can go to contact Bleaching the Barrier
A Donation page where visitors can contribute to the campaign and its endeavors in conserving coral reefs.
Finalized Website Walkthrough
This is a video walkthrough of the final website design and all the features within it.
Website Information Architecture
Website Low-Fidelity Wireframes
Custom Website Icons
For this website, I wanted to make customized icons that were targeted around coral reefs. This adds visual interest and personality to the website. It makes it more personable and less cookie-cutter.
Figma Document View
Campaign Deliverable - Poster Series
The poster series deliverable is a collection of 3 posters. These posters would be displayed in coastal areas where tourists might travel to, to see coral reefs. These posters all exhibit a different chemical that is found in coral that is used in medical research for diseases such as cancer and viral infections. The QR code on each poster takes you to the BTB website.
Poster 1 - Eleutherobin — This is a chemical that is derived from marine sponge. It exhibits potent anti-cancer effects by disrupting microtubule formation and presents a promising avenue for novel cancer therapies.
Poser 2 - Vidarabine — A nucleoside analog antiviral that inhibits viral DNA synthesis that plays a vital role in managing herpes simplex virus infections especially in immunocompromised patients.
Poster 3 - Cytarabine — This is a crucial chemotherapy that disrupts cancer cell DNA synthesis and improves outcomes in leukemia treatments, notable AML and ALL.
Campaign Deliverable - Social Media Campaign
The deliverable consists of a series of 4 images. The social media images would show how the destruction of coral would impact the survival of many species that depend on reefs to sustain their lives and ecosystems. Each image contains a black and white still of an aquatic animal contrasted on a colorful background. This would appear on the BTB’s social media accounts.