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Going Vegan

Objective I want to help people understand the benefits of a vegan diet and the ease of transitioning to one.

MaryRose O’Grady Visual Thinking #04807730 Summer 2019


Creative Brief The creative brief outlines the goals of the project.

MaryRose O’Grady // Going Vegan


Background Sources

Choosing a vegan diet is better for animal welfare and for your health. A vegan diet keeps animals from factory farms, and can cut the emissions produced by the food sector by 70%.1 Some of the health benefits of a vegan diet include weight loss, heart health, and cancer prevention.2 Nevertheless, people are less likely to try something new if it is inconvenient in any way, or if it causes them to change their rou-

tines. If people were provided with easy ways to incorporate vegan choices into their lives, it might not be an inconvenience any longer. The food we choose to purchase has an impact beyond ourselves, and giving people a deeper look at the effects of their everyday choices could make them think deeper about those choices.

Audience

Single-Minded Proposition

Deliverables

This project is aimed at anyone with the ability to make their own decisions about what they eat, but mainly to those looking to make a change in their diet or lifestyle. The audience includes people already passionate about veganism, those looking to improve their health, and those who care about animals. The audience area includes any English-speaking areas of the world.

Helping people choose what’s better for themselves and the world around them.

environmental design • 3 wall graphics • 1 postcard • 1 window advertisement

Objective I want to help people understand the benefits of a vegan diet and the ease of transitioning to one.

1. How a Vegetarian Diet Could Help Save the Planet 2. 6 Science-Based Health Benefits of Eating Vegan

vegan cookbook • cover design • chapter opener • 3 interior spreads

website • main/home page • about page • resources • contact page • shop page

MaryRose O’Grady // Going Vegan


Visual System The visual system establishes an outline for the aesthetics of the project.

MaryRose O’Grady // Going Vegan


Typefaces

Colors

Parisine Plus Std Sombre (titles) Objektiv Mk1: regular, medium, bold, italic (subtitles, body) Pantone 5463 C R 5 G 40 B 45 C 90 M 0 Y 60 K 65

Images/Illustrations I will use bright, natural/nature-inspired photography featuring food, people, and landscapes.

Pantone 560 C R 25 G 60 B 50 C 85 M 0 Y 70 K 55

Pantone 340 C R 0 G 145 B 95 C 100 M 0 Y 85 K 0

Graphic Elements Squares and rectangles in the chosen color palette will be used with different opacities, layered over each other and over photos. Stripes in that color palette will be added to certain areas to create movement.

Pantone 376 C R 130 G 190 B 0 C 55 M 0 Y 100 K 0

Pantone 393 C R 240 G 240 B 115 C 10 M 0 Y 70 K 0

MaryRose O’Grady // Going Vegan


Personas Personas are examples of members of the project’s audience. They represent the range of the audience.

MaryRose O’Grady // Going Vegan


Jasmine

23 // Northampton, Massachusetts • has been a vegan for six years, and would never go back • grew up around animals, and the mistreatment they face makes her very upset • wants to find a non-aggressive ways to encourage others to become vegans, too. She sees how forward some vegans can be, and she doesn’t want to come across as a jerk • works full time and doesn’t have a lot of time to spend on cooking­­­­­­­­­­—has come up with a few tricks to still prepare some great food, though • her love of animals has caused her to adopt two cats, both kittens, which she loves taking on walks to interact with nature (no catching birds, though) • her dream job is something that will allow her to either work with nature or with animals, which would make her much happier than her current job • walks to work in the city in an attempt to lessen her carbon footprint


Tim

45 // Covington, Kentucky • plays golf, but gets winded halfway through a round and is unable to finish, which causes him to feel embarrassed and ashamed • has high cholesterol due his current eating habits, which his doctor says he can improve through a healthier diet • doesn’t mind vegetables... and wants to stay healthy for his kids, so he is thinking about a vegan diet • his wife has started to incorporate more vegetables into her diet, so they might be able to motivate each other • one of his buddies was diagnosed with diabetes, and diabetes runs in his family, which scares him • looks forward to retiring, and wants to feel good enough in his older age to do all the things on his bucket list, such as take diving lessons • his eldest daughter is getting married in the fall, and he would like to slim down by then


John

31 // Clearwater, Florida • tries to eat well, reducing his portion sizes in an attempt to stay healthy, though he does have a burger every once in a while • tries to stay active, exercising when he can because it helps him feel more comfortable in his own skin • has heard about factory farming conditions, and knows he should stop supporting that, but changing his eating habits seems so time-consuming • when he gets home from a long day at work, he has no motivation and all he wants to do is relax and play video games • enjoys cooking and has a few staple recipes up his sleeve. He is always looking to try something new, though • lives near a field where cows graze, and he is reminded of his eating habits every time he passes, which makes him feel guilty • is not much of a social media guy (it’s too all-consuming), though he is pretty tech-savvy


Mood Board Evolution Mood boards serve as both visual inspiration and a representation of the aesthetic goal of the project.

MaryRose O’Grady // Going Vegan


Energized

Fresh

art type

color/texture/graphics

situational photography

objective photography

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color/texture/graphics

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situational photography

color/texture/graphics

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objective photography

situational photography

objective photography

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situational photography

objective photography

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situational photography

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Adventurous


Final Mood Board This mood board captures the planned aesthetic of the project.

MaryRose O’Grady // Going Vegan


Fresh art type

color/texture/graphics

situational photography

objective photography

color/texture/graphics

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color/texture/graphics

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objective photography

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situational photography

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MaryRose O’Grady // Going Vegan


Logo Evolution The logo went through a few versions, each with a very different feel, before reaching its final form.

MaryRose O’Grady // Going Vegan


sketches

go vegan version 2

version 1

govegan

govegan

version 3

govegan version 4

MaryRose O’Grady // Going Vegan

govegan


Final Logo The final logo is simple but descriptive.

MaryRose O’Grady // Going Vegan


govegan MaryRose O’Grady // Going Vegan


govegan logotype on light background

govegan main logo on dark background

govegan main logo on light background

MaryRose O’Grady // Going Vegan

govegan logotype on dark background


Poster Evolution The posters, most evidently, went through many appearance changes.

MaryRose O’Grady // Going Vegan


sketches

version 1

version 2

version 3

MaryRose O’Grady // Going Vegan

version 4

version 5


Final Posters The final result captures the aesthetic of the mood board and visual system.

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


Environmental Design Evolution These environmental designs are meant to be seen on buldings, sign posts, and windows.

MaryRose O’Grady // Going Vegan


banners: version 1

banners: version 2

banners: version 3

window banner: version 1

postcard: version 1

banners: version 4

banners: version 5

MaryRose O’Grady // Going Vegan

postcard: version 2


Environmental Design Final These are shown in a few of the settings in which they would be found.

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


banners

MaryRose O’Grady // Going Vegan


postcard

window banner MaryRose O’Grady // Going Vegan


Recipe Book Evolution The recipe book is meant to provide the audience with easy alternatives to animal products.

MaryRose O’Grady // Going Vegan


version 1

version 2

MaryRose O’Grady // Going Vegan


version 2 cont.

version 3

MaryRose O’Grady // Going Vegan


Recipe Book Final This recipe book is the perfect size to keep out on the counter or bring shopping.

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


govegan

front cover

inner pages

MaryRose O’Grady // Going Vegan


inner pages

inner pages

MaryRose O’Grady // Going Vegan


Website Evolution The website evolved from a scrolling page to single pages more true to actual screen size.

MaryRose O’Grady // Going Vegan


version 1

version 2

MaryRose O’Grady // Going Vegan


Final Website The website combines reading resources, recipes, and merchandise with an explanation of the purpose and importance of the movement.

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


spreads

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


spreads in context

MaryRose O’Grady // Going Vegan


MaryRose O’Grady // Going Vegan


Sources These sources have provided much of the content of my project, including images and information.

MaryRose O’Grady // Going Vegan


Articles www.time.com/4266874/vegetarian-diet-climate-change/ www.plantbasednews.org/post/5-surprising-facts-about-veganism-and-the-planet-on-world-environment-day www.theguardian.com/environment/2018/may/31avoiding-meat-and-dairy-is-single-biggest-way-to-reduce-your-impact-on-earth

Documentary Eating Animals

Recipes www.pickuplimes.com

Images www.pexels.com

MaryRose O’Grady // Going Vegan

Profile for rosesofamerica

GR620 Final Project: govegan  

GR620 Final Project: govegan  

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