Platina Likovna Umjetnost · 2021
The Book That Grew Vodič za ispašu
- Platinska nagrada A' Design Award 2021 in Likovna Umjetnost
- CLIENT: Rothco, part of Accenture Interactive
- Estimated Number of Design Views: 303,234
- Verification code 9B9200494B · Verify this award
Colors
About The Book That Grew Vodič za ispašu
Knjiga koja je rasla je vodič za ispašu napravljen za farmere u Irskoj. Knjiga predstavlja deset lekcija i deset praktičnih savjeta namijenjenih poboljšanju održivosti i profitabilnosti. Deset koraka vodi farmere ka deset rotacija ispaše trave godišnje i prinosu od deset tona trave po hektaru. Svaka stranica, riječ i dijagram oblikovani su živim korijenjem trave, usmjeravanim duž kanala tokom perioda rasta od nekoliko sedmica. Složeni poljoprivredni procesi objašnjeni su posebno osmišljenim simbolima, a rasklopiva stranica sadrži legendu simbola.
About the Platinska nagrada A' Design Award
The Book That Grew Vodič za ispašu je pobjednik Platinske nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje zaista izuzetnim, elegantnim i veličanstvenim dizajnima. Platinski pobjednici čuda su stvaranja, svjedočanstva granica intelektualne kreativnosti i pokazuju neprevaziđen profesionalizam i genij svojih dizajnera. Očekuje se da ovi dizajni budu najpoznatiji radovi koji određuju estetiku jedne ere, doprinose dobrobiti društva i pomjeraju granice umjetnosti, nauke, dizajna i tehnologije. The Book That Grew Vodič za ispašu pokazuje uzvišen nivo izvrsnosti i nesumnjivo čini svijet boljim mjestom svojim korisnim i vrijednim karakteristikama. The Book That Grew Vodič za ispašu je rad koji je osvojio Platinsku nagradu A' Design Award i koji budi želje, inspirira, oduševljava i pali veliku radost.
Press Kit
- Unique Properties
- This one-of-a-kind book contains 10 tangible lessons and 10 pieces of practical advice designed to help maximize sustainability and increase profitability. These 10 steps enable farmers to achieve a 'perfect' 10 rotations of grass grazing per year, and produce 10 tons of grass per hectare - a truly powerful number that will massively improve the sustainability of even the most efficient farm.
- Dimensions & Packaging
- Book closed: A3 - 29.7 x 42cm
Book open: A2 - 59.4 x 42cm - Tags
- book, design, Ireland, grass, farming, bank
- 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.
- Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
