YorkUnite Campaign

Communication Design, Motion Design, Illustration

To prepare independent York University students who are away from their families on extreme weather procedures, YorkUnite is an advertising campaign that utilizes the university’s existing resources to effectively bring the community together in times of weather emergencies.

YorkUnite Campaign

Communication Design, Motion Design, Illustration

To prepare independent York University students who are away from their families on extreme weather procedures, YorkUnite is an advertising campaign that utilizes the university’s existing resources to effectively bring the community together in times of weather emergencies.

YorkUnite Campaign

Communication Design, Motion Design, Illustration

To prepare independent York University students who are away from their families on extreme weather procedures, YorkUnite is an advertising campaign that utilizes the university’s existing resources to effectively bring the community together in times of weather emergencies.

HERO_IMG

Brief

Working with CREW Toronto, we were tasked to create a bilingual advertising campaign that generates discussion about extreme weather preparedness and community resilience within Toronto communities.

icestormcompensation copy

The Problem

Due to global warming and climate change, extreme weather in Toronto and other cities is now a reality. In Toronto, extreme weather has been witnessed through recent disasters such as the ice storm of 2013, gradually increasing temperatures, and heavy rainfall. Extreme weather is already affecting communities locally and globally—therefore, it is imperative that individuals, organizations, and the government are educated on the matter, and that they know the importance of community resilience.

The Problem

Due to global warming and climate change, extreme weather in Toronto and other cities is now a reality. In Toronto, extreme weather has been witnessed through recent disasters such as the ice storm of 2013, gradually increasing temperatures, and heavy rainfall. Extreme weather is already affecting communities locally and globally—therefore, it is imperative that individuals, organizations, and the government are educated on the matter, and that they know the importance of community resilience.

The Problem

Due to global warming and climate change, extreme weather in Toronto and other cities is now a reality. In Toronto, extreme weather has been witnessed through recent disasters such as the ice storm of 2013, gradually increasing temperatures, and heavy rainfall. Extreme weather is already affecting communities locally and globally—therefore, it is imperative that individuals, organizations, and the government are educated on the matter, and that they know the importance of community resilience.

Strategy

Working with CREW (Community Resilience to Extreme Weather), the goal of this project is to ultimately generate discussion about extreme weather preparedness and community resilience within the York U community. With an audience of mainly young adults, targeting them on social media would be the most effective way to grab their attention.

The campaign will make use of existing university resources and means of communication to effectively bring the community together. Through these means, the campaign will be able to promote community resilience and trust, self-sufficiency, as well as educate the target audience on the issues.

Strategy

Working with CREW (Community Resilience to Extreme Weather), the goal of this project is to ultimately generate discussion about extreme weather preparedness and community resilience within the York U community. With an audience of mainly young adults, targeting them on social media would be the most effective way to grab their attention.

The campaign will make use of existing university resources and means of communication to effectively bring the community together. Through these means, the campaign will be able to promote community resilience and trust, self-sufficiency, as well as educate the target audience on the issues.

Strategy

Working with CREW (Community Resilience to Extreme Weather), the goal of this project is to ultimately generate discussion about extreme weather preparedness and community resilience within the York U community. With an audience of mainly young adults, targeting them on social media would be the most effective way to grab their attention.

The campaign will make use of existing university resources and means of communication to effectively bring the community together. Through these means, the campaign will be able to promote community resilience and trust, self-sufficiency, as well as educate the target audience on the issues.

The Process

Scanned Documents
Scanned Documents

I explored a breadth of ideas before narrowing down to an approach I liked. In my brainstorming process, the use of the “U” as the main symbol for the campaign emerged.

Initial Ideas

I explored a variety of ideas and initially digitized two to move forward. I liked the "U" direction the best, and ulitmately chose that poster to develop.

Ideation

For this project, I brainstormed various visual directions that emphasized different highlights of the event. I eventually chose to emphasize code:MACRO's "creativity" aspect, with whimsical colours and playful secondary elements to draw its audience.

Initial Ideas

I explored a variety of ideas and initially digitized two to move forward. I liked the "U" direction the best, and ulitmately chose that poster to develop.

Print

Campaign Storytelling

The campaign's main "U" illustration was inspired by murals. Murals not only tell a narrative, but they are also a representation of the community living in that city. The campaign's main illustration condenses extreme weather events into a singular "U," symbolizing the York University community.

Not only does the “U” represent the word “Unity”—which is the main goal of this campaign—it also ties in with York University’s existing university branding. Thus, through my usage of the symbol “U”, I’ve created a campaign that’s specific to the target audience and message.

Deliverables

yorkunitemockup

Poster

Poster

Postcards

POSTCARDS

Website Splash Page

Website Splash Page

Web

Digital Ads

Digital Ads

YORK_PAGE_MOCKUP_mock
FBDigitalAds_Mockup

Animated Ad

Animated Ad

This piece serves as the main shareable for the campaign, and can be used to advertise on social media and the university's TV screen system across campus.

Project Info

Project Info

Project Info

Project + Client

Instructor: Zab Hobart
January–April 2017

CREW Toronto

Project + Client

Instructor: Zab Hobart
January–April 2017

CREW Toronto

Project + Client

Instructor: Zab Hobart
January–April 2017

CREW Toronto

Tools

Illustrator
Photoshop
After Effects

Tools

Illustrator
Photoshop
After Effects

Tools

Illustrator
Photoshop
After Effects

Music Credits

Where to Walk by Aaron Lieberman (YouTube Audio Library)

Music Credits

Where to Walk by Aaron Lieberman (YouTube Audio Library)

Music Credits

Where to Walk by Aaron Lieberman (YouTube Audio Library)