Thoughts and potential ideas have been taken from the master plan and converted and developed into design solutions using 2D graphic design.
The first design idea taken from the master plan was merchandise. The designed merchandise consists of eight reusable tote bags, eight reusable cups and six reusable face masks, all designed with sustainability and brand promotion in mind. The designs created use the four main components in graphic design, including conceptual design, colour, typography and composition. The colours used for each product match the existing Rooted in hull colour pallet to make sure that the brand identity isn’t confused and runs seamlessly through all new and future developments. The typography used through each design is called Scarlet Wood and was chosen to represent natural resources, sustainability and the urban farming aspects of the organisation, such as food growth and eco-friendly practices. The composition has been carefully thought about when displaying printed designs on products. Making sure they’re striking and memorable, attracting the audience with catchy phrases relating to Rooted in Hull, promoting the organisation and attracting the consumption of sustainable everyday products earning profit for Rooted in Hull. Finally, the Rooted in Hull logo is displayed on each product to ensure that the organisation is recognised by the public and promoted.
1. Original Reusable Tote Bag Design
3. Original Reusable Face Mask Design
The second design idea taken from the master plan was a poster. The developed artwork is a promotional poster with the intent to upsell the above merchandise, which can be displayed around the site for potential customers and the community to refer to when shopping, learning or cooking at the urban farm. The poster consists of the same components as the above merchandise to keep with the Rooted in Hull brand identity and theme.
The final design idea taken from the master plan consists of both a loyalty card and an app. The loyalty cards can be utilised as a physical card or as part of the app designed as an online shop/donations platform. The elements used all relate to the previous design solutions, keeping with the original brand identity. The colours used link seamlessly to the original Rooted in Hull colour pallet, creating relations to everything they have made in the past and promoting the earthly organisation through bright and attractive colours, relating to the help they provide to the community around them. The illustrations used throughout the app and loyalty cards have been taken from the merchandise to create new icons and stamps. The same typeface Scarlet Wood has been used to create smooth transitions between online and physical products.
In conclusion, the three design solutions created all relate to each other and follow the same main principles to create a seamless and recognisable brand identity through typography, colour, composition and conceptual design. Furthermore, the design solutions have been developed to last forever, being reusable, either through merchandise or online platforms. Finally, the designs will promote Rooted in Hull, draw in new audiences, and help spread the word about the urban farm and the good they put into the community. Attracting new investors and donations.
References
Rooted In Hull. 2022. Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/> [Accessed 9 January 2022].