HEX - Join the Buzz Campaign

"Save the bees"
FDA Final Major Project 2013

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Objective: To create a organisation and campaign based in urban areas to educate, and promote the issue of the decline of Bees in Britain, and how it will affect daily life without them, as well as encourage them to engage in activities that could help bring the insect back from the brink.

Create a striking and memorable campaign that will get inner-city people engaged in learning about the decline of the bee, their lives and what they can do to help halter their decline, as well as encouraging the people into participating in simple activities.

Considerations: The final outcome needs to be striking, memorable and intriguing, as it needs to get inner-city people engaged in the campaign, and helping to make a difference.

Target Audience

People living in larger towns and cities
with small, or non-existent gardens.

People of ages, but mainly between 20-40.
Those who are able to take action.

People interested in technology and media.
Consider Youthful designs.

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All of the research I had done on existing organisations used the typical ‘yellow and black’ colouration of the bee. When presented on a paper, it was quite hard to distinguish them apart. If I were to create an organisation to go alongside these, it would need to stand out, and look different.

I wanted to create a youthful and fresh looking design which seems friendly, whilst still retaining a serious, more adult style. To do this I looked at different contemporary patterns and how shapes can interlock to create patterns.

I looked at the honeycomb polygon, the hexagon (Where my organisation gets its name) and was able to interlink three together to create the sharp logo. I gave each section a different colour, which when interlinked created new colours in the logo. The typeface went through a lot of changes, but the one we see here is Bebas Neue. I used this typeface due to its thick lettering which gives authority, whilst at the same time curves to make it less threatening.

As for the identity, using the hexagonal patterns I was able to apply different colours, so I began to collect
a range of different coloured hexagonal patterns to use within the organisation.

Products

Seed Packets

Unlike the seed packets I had collected in my research, I designed my packets to only feature limited information, and therefore making them smaller. The rear of the packets features a QR code, which can be scanned in using the official HEX app, and the sowing information, and information about the plant is displayed on the persons phone. I decided to show the information this way, as it would save space on the packets, as well as make it more suitable for my younger target audience, who would be attracted to something interactive like this.

Also appealing to my target audience would be the bright colours, which I have used on all the different packet, really grabbing the persons eye, and due to their size makes them quite ‘cute’. Most of the seed packets I looked at featured a Latin name for the plant, which I felt was not necessary for my target audience who are likely not going to be interested in horticultural jargon, and so removed it to just feature the common name for the plant, as well as the colours of the plant, as I feel my audience would be ale to relate to colours more so. I also added two sets of imagery on the front of the packet, both of the featured flower/plant, but one of the images actually has a bee feeding, or near it, to show that it is ‘bee-friendly’.

Seed Packs

As the packets were so small I felt that selling them in packs of three or four would make the person feel more satisfied with what they were purchasing. By selling them in packs of three the person not only gets a variety, they will also be buying three bee-friendly plants, rather than just the one, therefore being more beneficial for the insects. (Perhaps the person could buy individual packets online if they really wanted, and have included miniature barcodes on the bottom of the packets)

I designed the seedpack to fit upon a eurohanger bracket, so they could be stored in type order. The back of the packet explains the declining bees and what Hex organisation is about, like other products in the range. It also features an ‘advert’ for the app, and explains about where the person can find the information
about the plant.

With this I also designed a little ‘seedcase’, which could be purchased with a pack of ten seeds in, so the person has a large variety. This unlike some of the other packaging does not feature also of type about the project as I felt it could also be kept as a keepsake, instead of something hat has to be thrown away.

HEX Planter

The concept behind the planter was to have a ‘flower pot’ which could be easily attached onto the Hex extendable bar, or onto he sides of railings, balconies or windowsills. The planter would have a screw-on mechanism on the back which could allow the person to clip it anywhere they wanted, regardless if that person had a big garden or not. I designed a hexagonal shape for the planter to tie in with the name of the brand, but didn’t want to have any logos upon it, though the person can have various colours if they so-wished.

Rather than have a box, or some large wrap-around piece of advertising, I created a small tag which could be attached by a piece of string from inside the planter, and explaining about the screw-on mechanism. Inside the planter would be a small plastic packet pull of any screws, additional components, such as screws, small-tools to help the person assemble it. The lable would feature the HEX branding, as well as a website address and barcode upon the back.

Hex Bar

As the main concept behind the project is the lack of spaces for flowers, I designed this extendable bar, which can be attached to the side of properties, and can have the HEX hangers attracted to it. Rather than creating a simple box for it, I felt to keep it more in with the theme (plus to make the product a little more exciting) I designed a hexagonal box which would wrap around the main body of the bar, but allowing two of its ends to poke out either side, so the person can see what they are purchasing without having to open the box in store. The box features installation instructions and graphics on the back, rather than on a separate piece of paper inside, as it is a very simple process, and doesn’t require much explaining. Asides form the rest of the bar, the box would also include any tools, such as screws/bolts, plus the end caps of the bar within it.

I researched into the types of icons that are displayed upon boxes similar to this, and included them next to the barcode on the base of the box, alongside a web address and ‘copyright’ information.

iPhone APP

The main concept behind the app, and feature, is the flower scanner, which enables my audience to scan in the code on the back of the seed packets and have all the information about that plant appear on the app, making it more suitable to younger audience who are with higher fascination with digital technology. The app would feature five other sections which all give the viewer different information once it has been pressed with his/her finger. These sections include an about section, Bee and ‘what can you do’ section, as well as same information on the web-store (with a redirectary to the website) and a page about the #HIVELIVE Project, and how to take part.

The app is very colourful, fitting in with the identity of the HEX organisation, and the hexagonal shape is used on the buttons within the app, alongside the colourful hexagonal backgrounds. I designed the app for the iPhone 4s - iPhone 5s+c.

above

JOIN THE BUZZ Menu: Here you can see the main naviagtion screen which links to all the other pages, plus the official facebook and twitter pages. The large logo in the corner could also link to the official website.

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ABOUT: This is the About section of the app. This tells the reader about the organisation, as well as information about the bee crisis. It also enlightens the reader to take part in helping out.

above

BEES: This section tells the reader some information about British bees. It explains about the insect, as well as the lives they lead, and some information about pollination. Like the other pages in the app, the viewer can use the arrows to go continue reading, or read again, or click the bee to take them back to the main menu page.

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WHAT CAN YOU DO (to help)?: These pages explain about how the reader can change their ways to help out and encourage the bees back into gardens by planting flowers. They also refer to the HIVELIVE campaign, and urges that they should get involved if they can.

below (highest to lowest)

FLOWER SCANNER:(page 1) : Here is the flower scanner. This is what is used to display information about the plants from the seed packets. The user can scan the QR code from the rear of the seed packet, and once identified will redirect them to the specific plants page.

FLOWER SCANNER:(page 2) : This is the main page for the scanned in plant. It explains a little information about the plant and any interesting facts about it.

FLOWER SCANNER:(page 3) : This is the sowing information page. This explains to the viewer the required instructions on planting the sowing the seeds. It also explains when planting should take place.

below (highets to lowest)

HIVELIVE: This section explains about the #HIVELIVE project and how to participate. It also explains about being able to upload an image of a specifically place on the website, which the viewer deems appropriate for a beehive.

STORE: The store page is just an explanation about where the reader can purchase the HEX products, as well as redirect them to the webstore using the phones main internet browser.

Campaigning

Following the styles of Culture Jamming, and subsequently Guerrilla Marketing, I wanted to grab as much attention as possible, but doing this in a unique way, which sticks in the persons mind. My idea was to create a ‘Point of Sale’ piece which could host leaflets about the organisation as well as information about the #HIVELIVE project. With help from carpentry skills of my Dad, we were able to construct a Beehive shaped point-of-sale, which I could put my leaflets in. I chose bright contrasting colours to make it stand out, and when finished, we were able to stencil and spray on the type ‘#jointhebuzz’ onto the side, alongside with sticking stickers and a giant QR code which could link to the website.

The leaflets contained information about the organisation as well as the bee-declining crisis.

Out-and-about In Peterborough Town, many thanks to those who took a leaflet!

Posters

As my target audience would be quite a busy bunch of people, I felt that creating large format posters would be a good idea, as my audience would see them around on their travels to work (etc). I designed two styled posters; this one would fit into a typical ‘bus stop’ advertisement window. It would look particularly good if placed upon a dark city building wall, really standing out against the darker colours. The single word ‘buzz’ creates ambiguity, and is likely to get stuck in people’s heads when they see it.

The website address is displayed under the word, so people really have to get close and engage with the poster to find out how to explore the organisation.

The second poster is to be used on billboards or on the large tunnel posters on the underground platforms. By placing them in places like this it is more likely that my target audience and others will read it whilst waiting for their train, especially if they take the journey everyday. Unlike the other posters I decided to play around with quotes from the bees. These quotes could perhaps change periodically whilst the campaign is running.

Website

Here is the official HEX website.

Like the app, it includes information listed over 5 main categories. An About page, Bee information page, ‘What can I do’ page, as well as the webstore and the HIVELIVE campaign page.

HEX is a fictitious organisation and campaign which specialises in raising awareness of the declining number of bees around Britain, and focuses on getting people to start encouraging the insects back into gardens by supplying an array of products from packets of be friendly seeds, to hangers and planters designed specifically for people with small gardens or no gardens at all (Flats, townhouses etc), as it has been proven that bees are living longer in Urbanised areas due to a larger supply of different flowers, rather than ‘monocultures’ in the countryside.

Though an urgent issue, HEX is a friendly organisation which gives off an encouraging 'not all doom and gloom' appearance by bright colours and friendly wording within written pieces, while still educating people about the sad eventualities if the bees were to completely disappear.