The Book That Grew 放牧指南書 by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award 銀獎 in 創意設計 Competition Category.
銀創意· 2021
The Book That Grew 放牧指南書
Client: Rothco, part of Accenture Interactive
A' Design Award 銀獎 Winner in 創意 Category
Verified Award Winner
Verify Award Status for #122997The Design
About The Book That Grew 放牧指南書
《生長之書》係為愛爾蘭農夫而設嘅放牧指南。呢本書提供10堂課同10項實用建議，幫助改善農場嘅可持續性。每一頁、每一個字同每一幅圖表，都係由真正嘅草根生長過程中形成。呢啲草根經過數星期，結合園藝技巧同精細工藝悉心引導生長，令印刷過程由大自然完成。複雜嘅農耕流程透過一套度身訂造嘅符號解說，而一版摺頁就等讀者可以喺閱讀期間對照符號說明。合埋嘅時候，呢本書尺寸為29.7乘42厘米。
The Recognition
About the A' Design Award 銀獎
The Book That Grew 放牧指南書是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計The Book That Grew 放牧指南書將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。The Book That Grew 放牧指南書是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。
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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