The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award Nyiaj in Tsim Tswv Yim thiab Kev Tsim Tswv Yim Competition Category.
NyiajTswv Yim· 2021
The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom
Client: Rothco, part of Accenture Interactive
A' Design Award Nyiaj Winner in Tswv Yim Category
Verified Award Winner
Verify Award Status for #122997The Design
About The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom
Book Text: Phau Ntawv Uas Loj Hlob yog ib phau ntawv qhia txog kev yug tsiaj noj nyom uas tsim los rau cov neeg ua liaj ua teb hauv teb chaws Ireland. Phau ntawv no muaj 10 zaj kawm thiab 10 cov lus qhia siv tau uas pab txhim kho kev tuav ncauj tuav tswv rau tej liaj tej teb. Txhua nplooj ntawv, txhua lo lus thiab txhua daim duab piav qhia yog tsim los ntawm cov cag nyom tiag tiag thaum lawv loj hlob. Cov cag nyom raug coj kev tau ntau lub lim tiam los ntawm kev sib xyaw ua vaj ua tsev thiab kev ua tes num uas ceev faj, yog li ces cov txheej txheem luam ntawv raug ua tiav los ntawm ntuj tsim teb raug. Cov txheej txheem ua liaj ua teb uas nyuaj yog piav qhia los ntawm ib pawg cim uas tsim tshwj xeeb, thiab ib nplooj ntawv qhib tau tso cai rau tus nyeem xyuas cov cim thaum nyeem. Thaum kaw, phau ntawv ntsuas tau 29.7 los ntawm 42 xentimemev.
The Recognition
About the A' Design Award Nyiaj
The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. The Book That Grew Primary Function: Phau Ntawv Qhia Txog Kev Yug Tsiaj Noj Nyom yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.
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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