The Book That Grew دليل الرعي by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 جائزة A' Design Award الفضية in تصميم الأفكار والمفاهيم Competition Category.
فضةالأفكار· 2021
The Book That Grew دليل الرعي
Client: Rothco, part of Accenture Interactive
جائزة A' Design Award الفضية Winner in الأفكار Category
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- Verified Award Winner
- Verify Award Status for #122997
The Design
About The Book That Grew دليل الرعي
"الكتاب الذي نما" هو دليل للرعي أُنشئ من أجل المزارعين في أيرلندا. يقدّم الكتاب عشرة دروس وعشر نصائح عملية تساعد على تحسين الاستدامة في المزارع. تشكّلت كل صفحة وكل كلمة وكل رسم تخطيطي من جذور عشب حقيقية أثناء نموها. وقد جرى توجيه هذه الجذور على مدى عدة أسابيع عبر مزيج من أعمال البستنة والحِرَفية الدقيقة، بحيث أنجزت الطبيعة عملية الطباعة بنفسها. وتُشرح العمليات الزراعية المعقّدة من خلال مجموعة من الرموز المصمَّمة خصيصًا، فيما تتيح صفحة قابلة للطي للقارئ الاطلاع على مفتاح الرموز أثناء القراءة. وتبلغ أبعاد الكتاب وهو مغلق 29.7 × 42 سنتيمترًا.
The Recognition
About the جائزة A' Design Award الفضية
The Book That Grew دليل الرعي هو فائز بجائزة A' Design Award الفضية، وهي تقدير رفيع المكانة بصورة استثنائية يُمنح للتصاميم الرفيعة المستوى والجميلة والمبهرة. والفائزون بالفضية هم أعمال لامعة بشدة وشديدة الإبداع تجسّد الخبرة والموهبة وحدة الذكاء المتميزة لدى مصمميها. ويُتوقع أن يكون The Book That Grew دليل الرعي عملًا رائعًا يُعرض كنموذج، شديد الاحترافية وعميق الابتكار. وهذا التصميم الفائز بجائزة A' Design Award الفضية اختراع جدير بالذكر ومحل إعجاب، يعود بالنفع ويوسّع حدود الفن والعلم والتصميم والتكنولوجيا. وThe Book That Grew دليل الرعي إبداع يغبطه الكثيرون، يثير الرغبات ويبعث مشاعر إيجابية ويشعل الدهشة والإعجاب.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A book with 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability. A book grown entirely from the very grass that Irish farmers nurture - with each page, each word, and each diagram shaped by real grass roots as they grew.
- Dimensions & Packaging
- Book closed: A3 - 29.7 x 42cm Book open: A2 - 59.4 x 42cm
- Tags
- book, design, Ireland, grass, farming, bank, idea
- Production Technology
- We used grass to grow a book. This is a genuine world first - with each page, each word, and each diagram shaped by real grass roots as they grew. Manipulated by a unique fusion of gardening and meticulous craft, the 'printing process' was fulfilled by nature itself - shaping the grass roots into legible symbols over a growth period of several weeks.
- Design Challenge
- This is a book that has completely come from grass itself. Designing for a root-based 'printing process' presented many challenges unique to this project. Every element from words to symbols to borders had to be inter-connected by channels for the roots to navigate. Complex farming processes were compressed into a bite-sized visual language of bespoke symbols, with the design of each individual glyph informed by the action or process it represented. A unique fold-out page allowed the reader quickly reference the symbol key while reading.
- Research
- The first step was to analyse the latest government reports and agricultural studies to identify the key areas of inefficiency in farming. Using the latest research and data on sustainability we isolated the 10 most effective methods of reducing emissions relevant to our target audience of Irish farmers. The application of each step was assigned a specific percentage of carbon savings, giving clear targets for farmers to reach, and a clear result that would translate into profitability through reaching these targets.
- Inspiration
- The roots of Ireland's economy are in agriculture, but if farming is to survive, it must become more sustainable. AIB, Ireland's largest bank for farmers, in partnership with Teagasc - the Irish Agriculture and Food Development Authority - wanted to enable farmers to maximize sustainability, by changing how they see our greatest resource: grass.
- Project Duration
- From October 2018 to May 2019, in Dublin and Amsterdam.
- Operation Flow
- Not only does this book lay out a practical plan of action, it symbolises the power of our natural resources. When grass is managed correctly, it can work wonders.
- Team Members
- Agency: Rothco, part of Accenture Interactive
Client: AIB
Executive Creative Director: Alan Kelly
Creative Director: Ray Swan
Art Director: Fabiano Dalmácio
Copywriter: Rob Maguire
Design Director: Shane O'Riordan
Designer: Diogo Dias
Business Director: Jimi McGrath
Account Director: Alan McQuaid
Project Manager: Irene Sharkey
Executive Producer: Alan Byrnes
Artist: Diana Scherer
Book Designer: Jamie Murphy
Publisher: The Salvage Press - Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
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