SDGs: Branding the Campaign - 'Goalz'

Campaign name: Goalz
TA: 16-25 
Tone of Voice: Colloquial but formal enough to be recognised as a legitimate influence on policy / friendly / inviting 


The initial ideas looked into ways that the branding of the campaign 'Goalz' could be laid out in terms of design for screen, and then design for print. The design noted CMYK vs RGB as considerations for  for the relevant software and outcomes. ·      
Outcomes: RGB design for screen (website, social media) / CMYK design for print (postcard pack) 
Vector logotype for use on a multitude of scales and platforms 

The initial idea was to re-design each SDG logo-design into its own image that would be represented on its own postcard in a series of 17. The idea of the postcards is a sort of alternative to a zine - a monthly 'design for print' release that encourages sharing and creativity amongst the youthful community. 

The first idea centred around the number of the goal retaining the shape of the depiction. This initial illustrative idea was explored, however felt a bit dull and out dated. There needs to be vibrancy and current trends to keep the campaign sustainable for the period of time it needs to achieve its goals (till 2030). The illustrations intended to follow a vibrant and coherent design structure that would provide the campaign with its own clear visual identity, however after initial sketches and experiments were conducted, it became evident that this would take up a bulk of the design period for not that a significant outcome. 

As such the design proceeded to explore ways that the postcards could keep on being relevant, as well as have a strong design quality that is closely tied to each goal. As the purpose of Goalz is to educate its audience on the goals, the postcards need to visualise the goals in ways that the viewer can relate to / understand - thus using design to inform / for its purpose. 

The outcomes for the design development of the postcard series looked back on initial research and the ways existing designers have utilised this sector of design (colloquial / political/ contemporary / protestful - counter-culture) in order to impact on the progression of this design.  

The investigation concluded that – each month the postcards change imagery of people’s artwork / photography they send in, one is chosen each month for the cover of the postcards – enhances sharing of young artists / boost creativity / maintains involvement / makes the campaign multi-purposeful

Thus, the idea is that anyone can submit their work on the website with their name, age, country of origin, instagram (to promote the artist) and their favourite quote which links to the goals of Goalz / or their submission.