The Book That Grew چرڻ جي هدايت جو ڪتاب by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award چاندي انعام in خيال ۽ تصوراتي ڊيزائن Competition Category.
چانديخيال· 2021
The Book That Grew چرڻ جي هدايت جو ڪتاب
Client: Rothco, part of Accenture Interactive
A' Design Award چاندي انعام Winner in خيال Category
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The Design
About The Book That Grew چرڻ جي هدايت جو ڪتاب
ڪتاب جيڪو وڌيو (The Book That Grew) هڪ چرڻ جي هدايتنامو آهي جيڪو آئرلينڊ جي هارين لاءِ ٺاهيو ويو آهي. هي ڪتاب 10 سبق ۽ 10 عملي صلاحون پيش ڪري ٿو، جيڪي فارمن تي پائيداري بهتر ڪرڻ ۾ مدد ڪن ٿيون. هر صفحو، هر لفظ ۽ هر خاڪو حقيقي گاهه جي پاڙن مان ٺهيو، جيئن اهي وڌنديون ويون. انهن پاڙن کي ڪيترن ئي هفتن تائين باغباني ۽ محتاط دستڪاري جي ميلاپ سان رهنمائي ڪئي وئي، تنهنڪري ڇپائيءَ جو عمل قدرت پاڻ مڪمل ڪيو. پيچيده هارپي جا عمل هڪ خاص طور تي ٺاهيل نشانين جي مجموعي ذريعي بيان ڪيا ويا آهن، ۽ هڪ کولڻ وارو صفحو پڙهندڙ کي پڙهڻ دوران نشانين جي ڪنجي جانچڻ جي اجازت ڏئي ٿو. بند ٿيل حالت ۾، ڪتاب جي ماپ 29.7 کان 42 سينٽي ميٽر آهي.
The Recognition
About the A' Design Award چاندي انعام
The Book That Grew چرڻ جي هدايت جو ڪتاب A' Design Award چاندي انعام جو کٽيندڙ آهي، غير معمولي حد تائين معزز اعتراف جيڪو اعليٰ ترين درجي جي، شاندار ۽ متاثر ڪندڙ ڊيزائنن کي ڏنو وڃي ٿو. چاندي جا کٽيندڙ تمام گهڻا روشن ۽ انتهائي تخليقي ڪم آهن، جيڪي پنهنجي ڊيزائنرن جي شاندار مهارت، صلاحيت ۽ ذڪاوت کي ظاهر ڪن ٿا. The Book That Grew چرڻ جي هدايت جو ڪتاب کان اميد ڪئي وڃي ٿي ته اهو هڪ شاندار نمائشي ڪم هوندو، قابل ذڪر حد تائين پيشه ورانه ۽ ڳوڙهي جدت وارو. هي ڊيزائن جنهن A' Design Award چاندي انعام کٽيو آهي، هڪ انتهائي قابل ذڪر، ساراهيل ايجاد آهي جيڪا فائدو ڏئي ٿي ۽ فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي جون حدون وڌائي ٿي. The Book That Grew چرڻ جي هدايت جو ڪتاب هڪ اهڙي تخليق آهي جنهن تي گهڻا حسد ڪن ٿا، جيڪا خواهشون جاڳائي ٿي، مثبت جذبا آڻي ٿي ۽ حيرت ۽ تعجب جي چڻنگ ٻاري ٿي.
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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