D&AD x Monotype- 'Once they're gone, they're '

"Use the power of typography to activate your cause"
D&AD brief set by Monotype whilst studying at the University of Leeds, to use the power of typography to activate your cause. My project focused on the problems surrounding poaching and ultimately the extinction of animals as a result.
If poaching and blood sport continues at the rate that it is currently, it will be responsible for the disappearance of many species. Extinction is final, and the name of the campaign “once they’re gone they’re gone” demonstrates this.
The Zine
One of my deliverables is a zine. The zine is filled with the ‘define:’ animals along with further text warp that play on sayings of associations with these animals. ‘Shark Weak’ is not only a play on words but its manipulation represents blood running into water.​​​​​​​ The zine also contains warped images to represent how the world will never look the same again. The manipulated images used are Joel Sartore's contributions to National Geographic magazine, taken from 'The Photo Ark, a 25- year documenrary project to save species and habitat.' As well as this there are short extracts from poaching articles from both National Geographic and the WWF.
The Poster
The concept behind my poster, is taking the text from ‘google define:’ and altering it so that the animal is now extinct. This gives the audience a sense of what the future could hold. Behind the text I have included warped imagery which plays on words according to the animal the poster is about. This will be very faint in a spot UV finish, to represent the fading away and extinction of the animal.
The Website
The website contains information about the campaign as well as links to social media and the ability to view the zine online.
On loading the website, the viewer will first see ‘gone’ very faintly before the rest of the message begins to appear. This represents the chance to stop extinction.
Addtional Elements
Nartional Geographic magazine where the campaign may be advertised along with merchandise to support the cause.

Team Credits

Laura Sheppard

  • Graphic and Communication Design Graduate

Project Tags


  • D&AD


    • Design & Creative


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Laura Sheppard
Graphic and Communication Design Graduate