Earthly: Post Growth World
Visual Systems, Branding, Speculative Design
In collaboration with Amoré Van Der Linde, Keytrin Gyumova & Nayanika Sengupta
How would we live in a carbon-free world? Pitching a speculative brand set in a post growth future to international design agency, Imagination.
Design Process
2.Developing the Imaginary
1.A Carbon-free World
3.Our Visual System
4.Pitching Our Brand
We were asked to consider the object, wheat, in a post-growth world. We then researched its importance as a cash crop with significant commercial value. This led us to explore its economic, cultural, and global dimensions, sparking discussions on how to integrate wheat consumption and production into our lives.
A carbon-free world
Our brainstorming sessions delved into innovative ideas, such as implementing half-day work weeks where employees split their time between office work and field harvesting, earning credits for access to free wheat staples in 'The Harvest Shop'.
Ripple chart demonstrating the cause & effect in this speculative design
Developing the Imaginary
Upon discovering a graph depicting the decline in time spent with loved ones after the age of 20, I gained insight into the project's relevance for fresh graduates, aligning with a critical period of transition into the workforce. Our brainstorming led to innovative ideas like half-day work weeks, combining office work with field harvesting to promote work-life balance and community involvement.
Concept sketches I produced, envisioning a zero-waste, harvest shop
Our Visual System
Midway through the project, after receiving feedback from Imagination UK's Creative Director, we merged the design routes proposed by my team members Keytrin and Nayanika, resulting in a charming and joyful brand identity. Subsequently, we finalised the usage guidelines for the logo, typography, and motifs to ensure consistency and coherence across all elements.
By Amoré Van Der Linde
Pitching Our Brand
We breathed life into our brand with mockups spanning homeware, posters, interiors, wayfinding, and packaging, demonstrating its versatility and coherence across diverse contexts. Presenting our lifestyle brand at Imagination's London office marked my first pitching experience, where I designed decks on InDesign, offering invaluable insights into transitioning from brand conceptualisation to confident presentation in industry settings.
Pitching at Imagination, London
By Keytrin Gyumova
By Nayanika Sengupta