Data Amazon – Campaign, Identity & Print
- Designer Joe Gallagher
Data Amazon is a campaign that strives to bring attention to the current amazon deforestation plight taking place in Brazil. The campaign was also challenged with highlighting a particular animal that needs our help, and to use colour to its utmost ability.
The idea behind the identity being a percentage sign of dots came from my research into how rehabilitating the forest works. I was inspired by these ‘tree nurseries’ that look a lot like a grid of dots. Playing with this idea I was also inspired by how many statistics were in my research, and hence Data Amazon was born.
Throughout my editorial I use a typeface called Savalge which is inspired by birds of paradise. This felt fitting because the animal I had in mind bringing attention to was the Belem Currassow – an interesting bird with large ruffling head feathers.
To bring in the colours required for the brief, I thought back to colour psychology and used an appropriate colour to represent each section of the book.
The cover is laser cut to reveal the identity and represent the cutting away of the forest and to add longevity to the item. All the paper is FSC certified to keep within the environmental ethos. Bound by myself with varying threads to maintain the brand colours.