Guerilla Gardening
Branding. Marketing. Social Media. Web.
Design Thinking
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. Interactive displays include a free seed bomb vending machine, customizable posters and “take one” slips of seed paper to plant. Taking stylistic inspiration from other guerrilla movements, the branding uses collage elements, a graffiti-esque font and bright colours to leave a lasting impact.
Deliverables
Branding
Posters
Wall Installation
Social Media
Product design
The Visual System
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.
