In this project we are to choose one of the topics provided by ISTD, then to create and design any type of design that best suits the strategy and concept for the chosen topic. The end goal of this project is to communicate effectively by designing with typography as the main design element and to create designs that will be communicated through a series of different mediums to reach the communication goals.

The practice of Biophilia is the active love of life and connection with and caring for each other and the living systems of which we are a part and upon which we depend.

If an individual feels connected to nature (possibly by spending time in it), they may be more inclined to care about nature, and protect the environment. Recent research has found that nature exposure (and feeling connected to nature at a trait level) provides many benefits to humans such as well-being. Biophilic design can reduce stress, improve cognitive function and creativity, improve our well-being and expedite healing.

For this project I will be focusing on the educational system and how to incorporate biophilic design inter-schools to benefit the students.  I will be focusing on the benefits of biophilic design.  students have lost their connection with nature. It is important to reconnect them.  By doing so they will care and respect nature more which will lead them to caring more about nature and in return protect and ensure this is a sustainability of our natural resources. 

Creative Strategy​​​​​​​

Biophilic design has many benefits that will help students in the classroom. It is hard for students to reach their full learning potential in a cold, dull room where they are not able to connect with nature. like trying to grow flowers in a concrete garden. Biophilic design holds many benefits like, calming students and relieving their stress. Having plants in the classroom will help reduce some of the toxins in the class and this will lead to more oxygen which leads to more energy in the class and also better brain function. Brightening up the classroom with natural elements will also result in more energized students. The aim of the strategy is to communicate the importance and the benefits of biophilic design in the classroom. By doing so we will return to our roots when we were connected with nature and help our students reconnect with nature. By reconnecting them with nature will also lead to students being more caring and respectful towards nature. The youth is the future and by helping them today will only benefit them, us, and nature in the future.

In this concept, we will focus on the comparison that students are like flowers. In this concept, the students represent the flowers. Without the right environment, the flowers can’t grow. Because the students lost their connection with nature and because they are on their phones all the time, they are like flowers starting to wilt because of a shortage of sunlight, water, and the right soil. students are not reaching their full potential and therefore they are not growing because they spend their days in classes or on their phones. There is no way to force students to spend more time outside, therefore it is up to the schools to help reconnect their students with nature by implementing the biophilic design. By reconnecting them with nature they will develop a new respect for nature and it will lead to students to grow in the classroom and to grow with nature. The aim of the project is to communicate how nature is needed to break the concrete and help the flowers to grow. For this to happen we need to return to our roots by bringing the outside inside with biophilic design. By reconnecting them with nature we will be replanting these wilted flowers in fruitful soil where they will receive enough sunlight and we will be giving them enough water. This new environment will make the flowers beautiful, strong and vibrant again and they will be able to reach their full potential and they will be able to grow even further.

Execution​​​​​​​

For this project, idioms will be used and changed to fit the message of the project. The paper texture will be used and combined with nature patterns to represent the classroom and nature. Different colors will be used because nature consists out of all the colors.

The outside posters will be making nature a part of the posters. All the posters will contain information about the benefits of biophilia, a fun fact and something for the reader to do to convince the students to participate in the campaign.

The posters will  be put up at the schools. The function is to inform the students when they read the posters or walk by them. 
It is important to know what material will best suit these mediums to allow the message to be communicated successfully. Therefore I would also have to learn the best composition techniques and layout for these print mediums, which differs from the digital mediums. For these mediums the type of material will especially be important because some of the posters will be outside and some of the posters will be inside.

Poster surprise 
The inside poster will also contain an interactive element. The back of the inside posters can be used as a book cover. This will ensure that the students who use the posters as book covers will be reminded of the message and it will ensure that the posters will not be wasted and nature will be protected.

Then this campaign will also be sharing ads on social media, Instagram, and Facebook. The reason for this is because the target audience is mostly online. Different ads will be made so the audience won’t get bored from seeing the ads and they will stay interested. The posted ads will be able to redirect the audience to the Facebook and instagram page of the client where the audience will be able to see and learn more about them and the campaign. The page will also contain the link to the microsite of the campaign and the client.

Finally, a microsite. The main function for the microsite is to give the audience the quick information that they are looking for and to direct the audience to the official site of Ambius. 

The flyer will contain information on Ambius, biophilia and the competition.  flyers will be handed out in schools for the students to take it home so they will be able to pass the information along to their parents to make them a part of the campaign, to inform them, and to convince them to donate to Ambius for a school to be greener. The flyers will also contain QR codes that will lead the students to the microsite and social media.