TOWN&GOWN

CAMPAIGN

The goal of the campaign is to help city agencies communicate to the public the benefits of soil reuse, specifically closing the soil loop involving New York City’s capital projects to reduce the amount of excavated soil sent to landfills and the need to import soil from elsewhere for use on new projects. I created illustrations to simplify the process of soil reuse which are used on multiple platforms.

To help NYC agencies communicate the benefits of soil reuse including its environmental and financial factors; as well as to educate and gain trust from the public of re-used soil and address the beneficial factors of re-used soil for city projects to project managers.

I have used a more approachable tone of voice for the main messaging: “We know where the soil comes from, but we also need to know where it goes afterwards.” It needs to sound legitimate but not too serious. Clear and simple messaging helps to break down complex scientific terms into understandable visual language that educates the public. Therefore, I used infographics to illustrate the continuous cycle of soil reuse. The orientation is adapted for different platforms, e.g. linear cycles for construction site wall and a loop for brochure, handout etc.

Deliverables: brochure, handout, construction site wall, website, subway ad