The Book That Grew Grazing Guide Book by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award na Pilak in Disenyo ng Ideya at Konsepto Competition Category.
PilakIdeya· 2021
The Book That Grew Grazing Guide Book
Client: Rothco, part of Accenture Interactive
A' Design Award na Pilak Winner in Ideya Category
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The Design
About The Book That Grew Grazing Guide Book
Ang The Book That Grew ay isang gabay sa pastulan na nilikha para sa mga magsasaka sa Ireland. Nagtatampok ang libro ng 10 aral at 10 praktikal na payo na tumutulong upang mapaunlad ang sustainability sa mga sakahan. Ang bawat pahina, bawat salita at bawat diagram ay nabuo mula sa tunay na mga ugat ng damo habang ang mga ito ay tumutubo. Ang mga ugat ay ginabayan sa loob ng ilang linggo sa pamamagitan ng kombinasyon ng paghahalaman at maingat na paggawa, kaya't ang proseso ng pag-iimprenta ay natapos ng kalikasan. Ang masalimuot na mga proseso ng pagsasaka ay ipinaliwanag sa pamamagitan ng isang set ng mga natatanging simbolo, at may nakabukas na pahina na nagbibigay-daan sa mambabasa upang tingnan ang gabay sa mga simbolo habang nagbabasa. Kapag nakasara, ang libro ay may sukat na 29.7 sa 42 sentimetro.
The Recognition
About the A' Design Award na Pilak
Ang The Book That Grew Grazing Guide Book ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang The Book That Grew Grazing Guide Book ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang The Book That Grew Grazing Guide Book ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.
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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