The Book That Grew Livro-Guia de Pastoreio by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award de Prata in Design de Ideias e Conceitos Competition Category.
PrataIdeia· 2021
The Book That Grew Livro-Guia de Pastoreio
Client: Rothco, part of Accenture Interactive
A' Design Award de Prata Winner in Ideia Category
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- Verified Award Winner
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The Design
About The Book That Grew Livro-Guia de Pastoreio
O Livro Que Cresceu (The Book That Grew) é um guia de pastoreio criado para agricultores da Irlanda. O livro apresenta 10 lições e 10 conselhos práticos que ajudam a melhorar a sustentabilidade nas explorações agrícolas. Cada página, cada palavra e cada diagrama foram formados por raízes de erva reais à medida que cresciam. As raízes foram guiadas ao longo de várias semanas através de uma combinação de jardinagem e trabalho artesanal minucioso, de modo que o processo de impressão foi concluído pela própria natureza. Processos agrícolas complexos são explicados através de um conjunto de símbolos exclusivos, e uma página desdobrável permite ao leitor consultar a legenda dos símbolos durante a leitura. Fechado, o livro mede 29,7 por 42 centímetros.
The Recognition
About the A' Design Award de Prata
The Book That Grew Livro-Guia de Pastoreio conquistou o A' Design Award de Prata, um reconhecimento extraordinariamente prestigiado atribuído a designs de topo de gama, deslumbrantes e impressionantes. Os vencedores da Prata são obras tremendamente brilhantes e extremamente criativas que ilustram a perícia, o talento e a acuidade excecionais dos seus designers. Espera-se que The Book That Grew Livro-Guia de Pastoreio seja uma obra maravilhosa e de referência, notavelmente profissional e profundamente inovadora. Este design vencedor do A' Design Award de Prata é uma invenção muito notável e admirada, que beneficia e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. The Book That Grew Livro-Guia de Pastoreio é uma criação imensamente invejada que desperta desejos, traz sentimentos positivos e faz nascer espanto e deslumbramento.
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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