The brief:
Slow the flow of urbanisation and urban sprawl by creating an organisation that promotes counter-urbanisation and the advantages of the countryside.
I designed an environmental property selling service, and created a brand callevd ‘New Leaf’, inspired by the phrase ‘turning over a new leaf’, referencing users starting a new adventure in the country.
New Leaf solves this problem in a revolutionary way that turns the traditional property searching method on it’s head.
Instead of having the user search for a property, the user tells New Leaf what they like and dislike and New Leaf finds the perfect result for them.
Acetate Poster Campaign
A poster campaign using a page fold printed on acetate. The poster will be used in urban areas, with the acetate making it look like the wall is turned open like a page, giving a glimpse of an idyllic view beyond.
Commute Billboard Campaign
A billboard campaign targeted at members of the target audience that commute by car.
The billboard shows an idyllic view and aims to highlight how much nicer it would be to commute in the country.
London Underground Escalator Poster Campaign
A poster campaign aimed at commuters taking the escalator in or out of the London Underground.
The posters are designed to look like windows, so as the commuter rides the escalator they are treated to an image that changes as if it were a real set of windows. The purpose of this poster campaign is to remind commuters that beautiful views exist in the country, and that they don’t have to live and commute in large cities.
‘Environments’ Campaign
Targeting commuters by train and tube, the ‘Environments’ campaign takes over a location and covers the floor with fake grass and pastes idyllic views on the walls.
The result is a very striking location that would definitely cause commuters to pause.
Interactive Bus Shelters
A campaign aimed at people who commute by bus, the New Leaf interactive bus shelter allows commuters to try out New Leaf’s search function while they wait.
When not in use the bus shelter will display one of several ‘screensavers’: idyllic images designed to look like the view through a window.
Smart Windows
Samsung has a prototype technology called a ‘Smart Window’, which turns glass into a touch screen. I have utilised this technology to allow commuters by train or tube to choose what view they would like to see projected on their window, saving them from the miserable view and reminding them that better views are available elsewhere.
The Smart Windows also allow commuters to try out New Leaf’s search function, catching members of the target market while they are bored on their commute.
Advertisements were also created to appeal to an even wider audience:
Companies
Falmouth University
- Design