The Bottom Line @bottomtrawlingcampaign - Tumblr Blog

The Quota Management System is obscuring the facts. Support reforms to replace the QMS so we can ban coastal trawling, enjoy a healthier mar

Final designs completed

The call to action is a simple solution. When shopping for seafood, just look for the bottom line sticker and know that the product was caught ethically. The method of bottom trawling was not used in the process. When you buy the products with the bottom line sticker, you are supporting sustainability and fighting for our marine species and ecosystems. Using my design system- colour palette, I changed the opacity of the red for the circle to make the shopping trolley stand out. I also thought the circle was effective as it links the circle based logo, tying both of them together.

I created my infographic to be colour coded and easy to pinpoint which facts go with each section. I thought it was quite an effective illustration, getting the point across that bycatch is a serious issue. Marine mammals and coral that people love to snorkel to see, will all eventually be non existent if bottom trawling carries on. The facts only add to show how serious this is.

The introduction page is minimal and hold lots of white space. I purposely wanted it like this so there would be a balance between the two pages. The intro states what bottom trawling is and what the campaign stands for. On the other page I have my campaigns tagline, ‘catch of the day, gone tomorrow’. I liked the idea of using a net with the words bursting through the hole. Originally the netting was uniformed and structured, then the decision was made to roughen it and have it loose and messy, giving it an authentic look. I struggled with how to layout the statement and was trying to figure out how to have the typography hierarchy. I ended up warping the text, transforming it to fit the frame after attempting to have the arc or fisheye look.

As the front and back cover I decided to have an illustration showing exactly what bottom trawling is and how it works. Before this campaign I myself didn’t have a clue what this fishing method was, so I think It was a good idea to have a clear picture of what it means. I did all my illustration on illustrator, learned how to use the pen tool and developed further in my skills.

Zine draft layout

This is a rough sketch I did to see how my zine would turn out. I wanted the front and back cover to be joint and show the campaigns logo in use. The logo net being pulled by the boat to sweep up the coral along the seafloor. The second spread has a simple introduction to my campaign and what it represents- bottom trawling. This is followed by the illustration of a net. The net will ideally cover the page and in the middle be broken open with the campaign tagline “catch of the day, gone tomorrow” bursting through the gap. Im going to use photoshop to try warp the text to fit the frames outline. The third spread will have my infographics on the issue. The graphics being a net filled with bycatch, colour coded to show what represents what. Finally the call to action/solution. The bottom line is more based around supermarkets and food produce as its seafood. So with that in mind my solution is to have stickers of the logo to represent seafood that is sustainably certified- proven to be caught/fished ethically and not bottom trawled. When you see this sticker, you know you are making the sustainable and moral choice. Easy and reliable. Using my design system to help with the flow and create a cohesive zine, that is eye catching and enjoyable to read.

I have found a logo design that works within my campaign. The net represents the idea of capturing as it does during bottom trawling. Playing with the colours and the sizing/strokes that balance together to create a consistent logo that connects everything together. I want this to be a recognisable symbol/distinctive mark that the audience can connect to my campaign.

More logo work! I really wanted to create something that represents the campaign of Bottom Trawling without misleading the audience. It’s not very well known topic and so I couldn’t really use icons like marine mammals or coral (the bycatch) because they could be confused as a seperate issue. I think the best way to go is something with elements of water, fishing nets and boats. They are the key representations of this campaigns issue. The logo needs to be effective, The ARMM Model (attention, response, meaning and memory). I want my campaign name, ‘The Bottom Line’, to be bold, strong, heavy sans serif. To make a statement and hold its own attention within the design. To be modern and clean while effective. In these I used the typeface Obliqua Sans, which has a lot of variety with different weights.

Logo designs and change of campaign name

I ended up changing my working campaign name to “The Bottom Line”.

The Bottom Line represents the fundamental and most important factor. It is the last word. The phrase suggests that this is it. I feel confident that this change in campaign still connects to the topic of bottom trawling and that it should be banned. Its bold, blunt and direct. The Long Haul wasn’t working because even though haul represents a fish haul, long was making it seem like it would be a long campaign and not necessarily achievable. I want my campaign to come across as possible and that change needs to happen NOW before its too late.

critique

Current stages

Class Exercise

Trending Blogs

Recently Viewed Blogs

The Bottom Line