Last year, the USGBC design team was tasked with creating a new print ad series for both China and India. We had a goal to make LEED feel more localized, indigenous to China and India, and integrated with the issues the country is facing.
The ads would focus on various issues that LEED addresses, including energy, indoor environmental quality and water/waste issues. The key audiences we wanted to reach included building facility managers, LEED clients, manufacturers of building materials and LEED APs, just to mention a few.
As I designed these pieces, I wanted to focus primarily on photography, with typography as a secondary design element. We had statistics that covered issues about water, air quality and energy use, so I wanted to use these a typographical elements rather than just supporting copy on the ad.
First, I had to source photos that felt relevant to the locations, as well as to our audience. I chose a bright and bold color palette to complement the photography and help the copy stand out as an overlaid design feature.
In our final designs, I really wanted people to take away the line “a better future for India” or “a better future for China.” The goal I focused on was showing that LEED-certified buildings can help address some of the main issues both locations are facing daily.
The final ads we have been running show off high-quality photography and bold typography and create a dynamic layout for viewers. If you want to read more about our efforts in both India and China, visit gbci.org.
This spring, our USGBC design and marketing team decided to switch gears with our current SITES advertising campaign. SITES is used by landscape architects, designers, engineers, planners, ecologists, architects, developers, policymakers and others to align land development and management with innovative sustainable design.
Because SITES touches so many different people, we decided to focus on people themselves, to drive home the connection to the professional. Currently, the SITES team is highly focused on growing the credentialing program. They are interested in driving registration for the SITES AP exam, and the new print ad needed to support that goal.
The SITES AP establishes a common framework to define the profession of sustainable landscape design and development and provides landscape professionals with the opportunity to demonstrate their knowledge, expertise and commitment to the profession.
When designing, I always start by pulling as many photography options as I can before moving into layout. I pulled 16 different photos, and then started laying out the ad with the given copy. I went through three design rounds before landing on two final layouts that connect with the SITES audience.
Next, I decided the photos and typography could stand alone, without any additional design elements to tell the SITES AP story. The ads are simple and concise, and the message is clear. Check out the project over on our Work page!