Role

Concept
UI/UX
Graphic Design

Duration

2 months

Skills

Visual Design
User Research
Brand Identity

Tools

Figma
Illustrator

Summary

Eat for the Future (EFTF) is a conceptual public awareness campaign aimed at adapting and expanding our diets to a changing food landscape. The project encourages people to swap climate resilient foods into their diet and reduce the frequency of eating foods at risk of extinction due to climate change. EFTF is intended to leverage partnerships with grocery stores, restaurants, farmers markets, event caterers, artists, and galleries to bring the discussion to where people are.

Research

This project started with a passionate interest in the topic. I wanted to find ways to educate and influence people without alienating or shaming their food choices. I did a great deal of research on the foods that are going extinct and found foods that are more resilient to climate change. I researched the effects of climate change on our food system, what areas are hit hardest, and what can we do about it. I kept detailed notes and an extensive spreadsheet of all my learnings. After researching what other projects like this already exist, I finally determined how I was going to communicate my idea to other people.

Personas

Scope

I landed on creating a public awareness campaign that was inspired by how effective the “Save the Food” campaign was in 2018. My campaign would include strategic partners, local activations, thoughtfully placed “nudges” at grocery stories and restaurants, a web and social media presence, and public billboards. I conducted interviews to identify who my audience would be and created personas before crafting the brand identity. With all of this information, I developed a communication system to identify all the pieces to the project.

Communication System

Brand Identity

For the brand identity, I wanted it to be distinct, approachable, and attention grabbing. I developed a logotype that was bold and easy to see from afar. The monochromatic color scheme was selected to stand out online and on a busy street. I chose rounded shapes inspired by the curves of nature. Clear and colorful imagery of the suggested foods were chosen to help people identify unfamiliar items. The voice and tone of the campaign is intended to be actionable and optimistic instead of shameful and apathetic.

Web Design

The website was designed to prioritize mobile since most people would encounter the campaign while out in public or on social media sites. It contains relevant information people need to make easy swaps while at the grocery store, recipes to support cooking with unfamiliar ingredients, and is easy to navigate.

Next Steps

While this project is conceptual, I do believe it has the potential to be a real campaign. If I were to continue this project, I would conduct more user testing to ensure it resonates with my audience and has what they need, approach potential partners for interest, and seek funding to get the project off the ground.