Platí Belles Arts · 2021
The Book That Grew Guia de Pasturatge
- A' Design Award de Platí 2021 in Belles Arts
- 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 Guia de Pasturatge
The Book That Grew és una guia de pasturatge feta per als agricultors d'Irlanda. El llibre presenta deu lliçons i deu consells pràctics destinats a millorar la sostenibilitat i la rendibilitat. Els deu passos guien els agricultors cap a deu rotacions de pasturatge d'herba cada any i un rendiment de deu tones d'herba per hectàrea. Cada pàgina, paraula i diagrama va ser modelat per arrels d'herba viva, guiades al llarg de canals durant un període de creixement de diverses setmanes. Els processos agrícoles complexos s'expliquen mitjançant símbols dissenyats a mida, i una pàgina desplegable conté la llegenda dels símbols.
About the A' Design Award de Platí
The Book That Grew Guia de Pasturatge és un guanyador del guardó A' Design Award de Platí, un reconeixement sumament prestigiós concedit a dissenys veritablement excepcionals, elegants i magnífics. Els guanyadors de Platí són meravelles de la creació, testimonis dels límits de la creativitat intel·lectual, i demostren la professionalitat inigualable i el geni dels seus dissenyadors. Es preveu que aquests dissenys siguin les obres més reconegudes, que defineixen l'estètica d'una època, contribueixen al benestar de la societat i fan avançar els límits de l'art, la ciència, el disseny i la tecnologia. The Book That Grew Guia de Pasturatge exhibeix un nivell transcendent d'excel·lència i, sense cap mena de dubte, fa del món un lloc millor amb les seves característiques avantatjoses i valuoses. The Book That Grew Guia de Pasturatge és una obra guanyadora del guardó A' Design Award de Platí que desperta anhels, inspira, delecta i fa sorgir una gran alegria.
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
