Cutback

  • Daniella Howe

Cutback was my final major project during my foundation diploma year. I created a campaign based around saving the ocean from pollution. As someone who has grown up with the sea embedded in my day to day life, this campaign was the first project I completed that really felt like me as a designer. "Cutback" is a surfing term for an action where a surfer cuts back toward the breaking part of the wave, but I also wanted it to represent cutting back on the pollution. I experimented with multiple different mediums for different parts of the project. It was important for me to create an impact with this project, which is what lead me to create multiple outcomes including, a logo, a magazine, a website, apparel, posters and more. The concept for my exhibition was to create the idea of being covered my plastic, to represent how sea creatures have to live; when they look up there is devastation that threatens their lives and habitats.