The Book That Grew Treoirleabhar Innilte by Fabiano Dalmacio

The Book That Grew Treoirleabhar Innilte by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 Duais Airgid A' Design Award in Dearadh Smaointe Competition Category.

AirgeadSmaoineamh· 2021

The Book That Grew Treoirleabhar Innilte

by Fabiano Dalmacio

Client: Rothco, part of Accenture Interactive

Duais Airgid A' Design Award Winner in Smaoineamh Category

85,353
Verified Award Winner
Verify Award Status for #122997

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About The Book That Grew Treoirleabhar Innilte

Is treoirleabhar innilte é The Book That Grew a cruthaíodh d'fheirmeoirí in Éirinn. Cuireann an leabhar 10 gceacht agus 10 bpíosa comhairle phraiticiúil i láthair a chuidíonn le hinbhuanaitheacht ar fheirmeacha a fheabhsú. Múnlaíodh gach leathanach, gach focal agus gach léaráid ó fhréamhacha féir dáiríre agus iad ag fás. Rinne meascán de gharraíodóireacht agus de cheardaíocht chúramach na fréamhacha a threorú thar roinnt seachtainí, agus mar sin chríochnaigh an dúlra an próiseas priontála. Mínítear próisis chasta feirmeoireachta trí shraith siombailí saincheaptha, agus ligeann leathanach infhillte don léitheoir eochair na siombailí a sheiceáil agus é ag léamh. Nuair atá sé dúnta, is é 29.7 faoi 42 ceintiméadar toise an leabhair.

The Recognition

About the Duais Airgid A' Design Award

Bhuaigh an dearadh The Book That Grew Treoirleabhar Innilte Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh The Book That Grew Treoirleabhar Innilte ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh The Book That Grew Treoirleabhar Innilte a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.

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