The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo by Fabiano Dalmacio

The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 Ibhaso Lesilivere le-A' Design Award in Uyilo lweNgcinga kunye noMqondo Competition Category.

IsilivereIngcinga· 2021

The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo

by Fabiano Dalmacio

Client: Rothco, part of Accenture Interactive

Ibhaso Lesilivere le-A' Design Award Winner in Ingcinga Category

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The Design

About The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo

The Book That Grew yincwadi yesikhokelo sokudlelisa imfuyo eyenzelwe amafama e-Ireland. Le ncwadi ivakalisa izifundo ezili-10 kunye namacebiso alishumi angumsebenzi ancedisa ekuphuculeni uzinzo kumafama. Iphepha ngalinye, igama ngalinye kunye nedayagramu nganye yenziwe zimonde-ngcambu zengca yokwenene njengoko zazikhula. Iingcambu zazikhokelwa kangangeeveki ezininzi ngokudibanisa ukulima nobugcisa obucophelayo, ngoko ke inkqubo yoshicilelo yagqitywa yindalo. Iinkqubo ezintsonkothileyo zolimo zichazwa ngeseti yeempawu ezenziwe ngokukodwa, kwaye iphepha elivulekayo livumela umfundi ukuba akhangele isitshixo seempawu ngelixa efunda. Ivaliwe, incwadi ilinganiselwa kwi-29.7 nge-42 iisentimitha.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. The Book That Grew Primary Function: Incwadi Yesikhokelo Sokudlelisa Imfuyo yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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