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I wanted the entire campaign identity to have a fun tone of voice and inviting colours. When we usually think about zero waste or sustainable living, it seems very boring and daunting. Most of this is because we have not been taught enough about the topic. I. want to use small actions that can be carried out on a regular basis but will have a huge impact longterm.

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Zero waste is a goal that is economical, ethical, efficient and visionary, to guide people in changing their lifestyles and practices to emulate sustainable natural cycles, where discarded materials are designed to become resources for others to use.

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Some keywords that I kept in mind while creating these logo iterations were: consistent, people coming together, structured yet fluid (dynamic)

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I wanted to focus on promoting a lifestyle towards a circular economy by creating awareness about the simple acts that can be carried out on a daily basis that will have a greater impact. I have created a Zero Waste Festival called ‘Let's start at zero’. The festival will consist of promotional posters, recipe leaflets and tickets to the festival.

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the on thing I forgot to add in this initial mindmap was the iconic yellow staircase.

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mood board of rebranded Southbank centre

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understanding the brand personality and important values

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In a group, verity and I discussed all the ways design could be made sustainable and how that can be implemented at the festival.

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The logo iteration that was the beginning point for the finalisation of the logo was inspired by the initials s,b,c and their curves. I also played around with the thickness of the curves. I used the circle to represent people coming together in a space.

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I was also planning on using these patterns that I created as a texture for my logo, but I did not like how it looked alongside my logo iterations so I did not go ahead with it.

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Placing the logo against the southbank colours. The last one seemed a bit too intertwined and graphically unpleasing.

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After finalising this logo, I realised it was too fluid - especially the curves. I added the dots on top to give the appearance of people. To align the logo with the existing wordmark of Southbank centre I changed the curves.

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Updated logo

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After the crit, I changed the logo and the mockups for the touchpoint. I narrowed down my touchpoints and priorritised where the audience would interact with it the most. I modified the logo to fit the serif and structured font of southbank.

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After the crit, I realised that the circles placed in the logo were too round. The Southbank centre has far more structure to its wordmark. The roundity in this logo seemed to contradict the serifs and did not fit alongside southbank centre.

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For make your mark I chose to stick with this colour palette as the meaning behind using these colours aligned with my ideation. I liked the idea of using 2 strong colours that are iconic, easily recognisable and represented Southbank centre for the rebranding.

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Custom Southbank centre font.

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Trying to create signage using the southbank logo. I used a picture I had taken at the type circle workshop as a reference. I did not like how this looked because it wasn't easy to understand. Because I designed it I knew what it meant but from the audience's perspective, it was confusing so I rejected this idea.

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I change the shape of the circles. I used the negative space in the letter 'o' as inspiration.

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Experimenting with the branding on merchandise

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Mocking up how the branding would look in the posters around the city.

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I created a pattern using the logo. From afar the pattern looks like continuous likes that were in line with the idea that lines are representative of people that cross paths at the southbank centre.

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Experimenting with the alignment of the wordmark on the poster

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Identifying the key points of the zero waste festival

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3 emotions that describe Southbank centre

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3 emotions that describe Southbank centre

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- consistent
- creative
- community

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3 emotions that describe Southbank centre

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3 emotions that describe Southbank centre

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- consistent
- creative
- community

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The idea for gif:
I wanted the logo to ease into the centre of the frame from opposite sides. This would show how different people from all over Uk come and cross paths at southbank centre.

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My initial idea for the moving image was to shoot a 15 sec film at southbank centre. I wanted to play around with the perspective of thee people and the background. Some frames the size of the person would be bigger and southbank centre smaller and vice versa. I wanted to add the sound of someone breathing as a background sound as though one is trying to soak in the entire experience of going to southbank.

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I created each frame of the gif in illustrator and compiled it together on procreate. I learned to use procreate to compile them as I wanted to control the ease and speed with which the logo came into the frame. I had initially planned on bringing the logo into the frames along with the dots but when I created the frames the dots coming into the frame in the last frame made a bigger impact they appear as people at the end.

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This was a mock video that I created and soon realised that this idea was not going to work. The diegetic sounds were too many and uncontrollable and I was not able to execute my idea the way I had imagined it.  It did not feel like or represent  southbank centre.

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Learning from the first video, I wrote down the most important aspects and purpose of the video.

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I then decided to create the video digitally by using the important elements of southbank centre like the stairs, the royal festival hall, music, culture. I chose to create a contrast in the illustration style by having a main free flowing illustration as the background and kind of 1900's illustration style.

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An extremely rough sketch of how the elements would appear on the frame

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These were some of the elements I created for the video. The yellow stairs are a replica of the iconic yellow staircase, the stage and chairs represent the royal festival hall and queen elizebeth room and the waves abstractly replicate the architecture of the Southbank centre and also highlight the fact that it is at the bank of river thames.

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Process of how each element was going to appear. I animated the waves to flow into the frame gradually.

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I rejected the illustrations of tragedy and comedy faces along with the curtain illustrations as they seemed very amateur next to the stairs.

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I was trying to figure out the scale and layout of each element. After feedback from my tutor, I realised that the inverted seats were difficult to understand when the video played together so I changed the positioning of it

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First iteration of the video without the music

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To add to the illustrations I chose the 6 most important words that represented southbank centre and added it towards the end of the video.

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The music that I created was inspired by the blue note reimagined album.

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The campaign name is simple yet effective. It is inviting the audience to start at zero. It says " yeah let's start at zero (from scratch) and unlearn everything we know and build a better and sustainable lifestyle. The let's gives a sense of community and togetherness.

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In groups we identified various aspects of the campaign

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In groups we identified various aspects of the campaign

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There are 5 r's of circular economy that need to be followed in order to work towards producing zero waste. I wanted to base my campaign on these 5 r's

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Initial campaign ideation

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To go along with the idea of the 5R's I decided to call my campaign reverse and created a few iterations for the wordmark. I used the anke calligraphic fg (regular) to create the wordmark. I wanted to create contrast through the fluidity in this wordmark.

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I created this illustration of a cabbage soup to go on the cover of the leaflet. I wanted the leaflet to have a hand-drawn and inviting feels so that thee audience that comes to the zero waste festival feels motivated and excited to recreate the recipes at home.

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experimenting with type for the poster

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One of the touchpoints for the campaign was 5 posters each representing one R of circular economy. After the crit presentation, I realised this idea was not working from the audience's perspective. As the audience will not know the 5Rs of circular economy, it would be difficult for them to understand the context of these posters. I also realised that the wordmark was extremely difficult to read and understand. I rejected this touchpoint and the campaign name.

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iteration 1

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Before reworking on the touchpoints, I mapped the user experience to identify where they would interact with the campaign.

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Poster, recipe leaflet, entry ticket

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- zero is first
- start at zero
- lets go to zero
- zero is more

Final - Let's start at Zero

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I was playing around with shapes, colours and dimensions. I liked the poster on the right but I wanted to play around with colour. I wanted the campaign colours to be different from southbank centre colours.

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I chose margot xtrrafette as my primary typeface as I wanted the campaign to have a friendly and exciting feel. When the audience looked at thee campaign I wanted them to feel as though they want to go and see what the festival is about and this type allowed for that freedom.
I chose skia as my secondary type and it was inviting but formal. I needed that tone as all thee important information would be written using this type.

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I tried a completely new style and pattern for these posters. I really liked how they looked but realised that they were a completely different style from the overall identity that was developing and also did not make sense with the idea of a zero waste festival.

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Experimenting with the logo and name. After I created these posters, I was sure that I wanted to use a different colour palette. These posters did not seem exciting enough for an invitation to the festival.

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I used another graphic shape on these posters and was experimenting with colours. I wanted the posters to have 2 primary colours along with black and white as the secodary colours. The semicircle in the poster is inspired by my logo and also represents the half of a zero.

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These 2 were the final posters that I was deciding between. I chose the pink and green poster as it graphically communicated the essence of the festival a bit better than the other one. Green and pink as a colour combination tend to have a positive and happy impact on your mind and I wanted the audience to feel that while looking at the poster.  I also changed the size of the logo as it was not legible in the earlier posters.

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Touchpoints where the audience will interact with the poster.

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This is the first iteration of the entry ticket using the primary colour scheme. I was not too happy with this as it was repetitive. The poster and the ticket looked very similar and I did not like that. I further experimented with the colour.

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Keeping the ticket on plain white with 2 colours on it made it easy for the audience too focus on the contents of the ticket.

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I edited the type to align with the campaign. I used this tagline as an inspiration to create the logo.

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Sketched a rough idea for the recipe leaflet. These recipe leaflets are given to the audience at the zero waste restaurant or the food stalls.

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After the feedback session, I added statistics about food waste and highlighted the areas where food that is generally thrown or considered inedible was used in the recipe.

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Pink and green is the primary colour palette along with white and black being secondary.
Pink represents approachability, harmony and kindness. Green represents growth and most commonly the environment. I wanted to use this thought process to the campaigns advantage.

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I was playing around with the word zero to see how it could be depicted. I wanted an ongoing loop as though the actions that are taking place should be continued. I chose the one that looks like a flower but decided to remove the dots from it.

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I explored a few colours but consciously chose green. When we see green our first though is usually the environment. I wanted to use this to the advantage of the campaign.

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This was the size of the logo I had initially chosen. My ides was since zero seems like a very small number, I wanted to place it as a small object. During my tutorial, I realised that when the logo is placed on the touchpoints it is not readable and can easily be missed.

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I changed the size of the logo to this.