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Young Designers 2011 |
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| Keywords Action brand Illustration Social initiative Website |
My project brief was to come up with a map and a website for Goa Beautiful, an action brand committed to inspire, include and involve, through individual and collective action the residents and village panchayats in Goa, the governments of Goa and India as well as visiting domestic and international tourists to help keep Goa beautiful, clean and green. Goa Beautiful creates awareness about cleanliness and responsible disposal of garbage without harming the environment. It aims to serve as an umbrella brand for all people working towards keeping Goa beautiful through web and print media. For this project, it was important to learn from other such organizations which bring together a large number of people who believe and want to be part of such initiatives. However, under no circumstances did Goa Beautiful emulate any NGO. Instead, it involved people at a personal level. Therefore, the tone used in their communication had to be different from that of other organizations. It was a challenge for me to break away from the style of the initial branding and create something completely different. Instead of vectorised, perfectly-chiseled forms, I worked with things that would make it look more personal. I used the positive imagery of the greenery (leaves), beauty (flowers) and aerial, terrestrial and aquatic life (birds, trees, fish and turtles). Simple forms, bright colours and just a dash of playfulness convey the message of Goa Beautiful effectively. The project helped me understand and validate the meaning of social initiatives. |
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