The Book That Grew Taʻiala o le Fafagaina o Vao by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award Platinamu in Faatufugaga Maualuga Competition Category.
PlatinamuFaatufugaga Maualuga· 2021
The Book That Grew Taʻiala o le Fafagaina o Vao
Client: Rothco, part of Accenture Interactive
A' Design Award Platinamu Winner in Faatufugaga Maualuga Category
- 303,234
- Verified Award Winner
- Verify Award Status for #122969
The Design
About The Book That Grew Taʻiala o le Fafagaina o Vao
O le Tusi na Tupu (The Book That Grew) o se taʻiala o le fafagaina o vao na faia mo faifaatoʻaga i Aialani. O loo tuʻuina mai e le tusi ni lesona e sefulu ma ni fautuaga aoga e sefulu ua fuafuaina e faaleleia ai le gafataulimaina ma le maua o tupe mama. O laasaga e sefulu e taʻitaʻia ai faifaatoʻaga i le sefulu taamilosaga o le fafagaina o vao i tausaga taʻitasi ma le maua o le sefulu tone o vao i le heteare e tasi. O itulau taʻitasi, upu ma ata faʻataʻitaʻi na faia e aʻa o vao ola, na taʻitaʻia i alavai i se vaitaimi o le tuputupu aʻe mo ni nai vaiaso. O faiga lavelave o faatoʻaga o loo faamatalaina e ala i faailoga faapitoa, ma o loo iai i se itulau e mafai ona faʻafofola le ki o faailoga.
The Recognition
About the A' Design Award Platinamu
O le A' Design Award Platinamu na manumalo ai The Book That Grew Taʻiala o le Fafagaina o Vao, o se faamaoniga matuā mamalu e tuuina atu i mamanu e moni lava ona ese, matagofie ma mataʻina. O ē manumalo i le Platinamu o mea ofoofogia o le faatufugaga, o molimau o tapulaʻa o le mafaufau fatufatuaʻi, ma e faaalia ai le tomai faapolofesa e le mafaatusalia ma le atamai o tagata mamanu. E faamoemoeina nei mamanu e avea ma galuega sili ona lauiloa e faamatalaina ai le matagofie o le vaitaimi, saunoa i le manuia o le sosaiete ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. The Book That Grew Taʻiala o le Fafagaina o Vao e faaalia ai se tulaga maoaʻe o le lelei ma e leai se mea e fesiligia, e faia ai e le lalolagi se nofoaga e sili atu ona lelei i ona uiga aogā ma taua. The Book That Grew Taʻiala o le Fafagaina o Vao o se galuega na manumalo i le A' Design Award Platinamu e fafagu ai manaʻoga, faaosofia, faaoloa ai le fiafia, ma tupu ai le fiafia tele.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
