Geurilla
Gardening
Guerilla Gardening (also commonly spelt as “Guerrilla Gardening”) is a movement dedicated to transforming unused spaces into green ones that can be used for community enrichment. The created marketing materials use both online and physical creations to help spread awareness about the movement while also inviting the audience to get involved immediately.
Scope
Created as an 8 month undergrad self-directed thesis, with time split evenly between research and design.
Year
2024
Design Challenge
Young people feel isolated and hopeless when it comes to the climate crisis and feel limited in how they can make a difference on both a local and global level.
How can the existing movement of Guerilla Gardening be championed as a way to help quell climate anxiety and build community?
The Answer? A marketing campaign using physical activations linking viewers to online resources and support.
Approach Focuses
Taking the Movement Online
Pairing the physical deliverables with online platforms such as social media helps to keep the momentum of the camphain going and allow viewers to immediately access further information. Physical deliverables give viewers an easy way into the movement, while the digital elements focus on education and long-term community building.
Making Action Instantly Accessible
Keeping the Campaign Green
Installations focus on using eco-friendly materials and employing actual Geurilla Gardening techniques. From "take one" posters made of seed paper to moss graffiti the campaign itself will serve as an a living example of Guerilla Gardening at work.To keep the barrier of entry to the movement low, deliverables focus on giving viewers instant ways to get involved. From fillable posters to free seed bomb dispensers, viewers can immediately take action and take the first step towards involvement.Brand
Guidelines
Taking inspiration from graffiti, the created logo evokes a hand- rendered feel. The selected colours are all colours found in nature that help give a bright and bold tone to the designs. Icons that use fun shapes and mild fuzzy textures pair well with the logos and help to round out the system.
Moss Graffiti: Living Signage
Inspired by a real geurilla gardening practice, moss graffiti uses real plants to create words, shaped and QR codes on walls. Bold and eye-catching, this method of display puts word into action by using a guerilla gardening past-time to advertise the movement while grabbing the viewer’s attention.
Making it Interactive
A big focus when designing deliverables was put on creating marketing that the viewer could directly engage with. A passerby could walk up to any of the interactive installations not knowing what guerilla gardening is and then walk away with a direct action they can immediately take to join the movement. Whether it’s by taking a free seed bomb or a strip of seed paper, the barrier of entry to joining the movement has been greatly diminished.
Connecting Online, Building Awareness
We live in an online world, and as such it was important for their to be an online space for people to gather and spread news and awareness about what guerilla gardening is and how they can be involved. Creating an instagram helps spread awareness while also giving an easy way for anyone to follow along the movement and get involved, even if it’s only online.
