SUSTAIN is a digital initiative from WEDU PBS, focused on the relationships the local community has with the environment. SUSTAIN shares stories concerning changes in our physical surroundings, and explores food, home, lifestyle, and seasonal events.
SUSTAIN
I was tasked with creating the branding and collateral for this initiative. The only request for aesthetic was to include blues and greens, to evoke a mental image of the environment and general sustainability.
SUSTAIN has become a wide-reaching collection, spanning on-air video broadcast, multiple digital web series and related video libraries, an extensive blog with tips and a monthly email newsletter, special documentary presentations, a social media campaign, and print and digital advertising for the program overall. I created the different elements of the initiative’s branding and graphics across this spectrum (though I did not create any videos or actual topical content within the initiative).
Logo
For the logo, I combined a water droplet and a leaf, blending them to form a middle-ground shape. I then repeated the shape in reverse, and overlapped them to form a four-pointed diamond in the middle—this diamond is a nod to WEDU PBS’ history, as the station’s logo used to be a four-pointed diamond.
Color palette
I chose six colors for the Sustain color scheme, and found various brand imagery to contribute to the campaign aesthetic.
Style guide for collaborative work
I developed a mini brand guide for the initiative as well, so that other content creators and freelance artists working on the project could create new graphics from approved templates.
Digital design assets
Being that SUSTAIN began as a digital initiative, of course I had to design some digital assets. While other WEDU employees and freelancers created the video content and graphics for social media, I laid the groundwork for them to further the brand in their respective realms.
Email newsletter
Speaking of digital assets, the monthly SUSTAIN email newsletter has been around for a few years now, so I’ve found brand imagery for a variety of sustainability topics across all the blog articles and emails. I chose photos and illustrations o reflect the different blog topics each issue. Here is a selection of early digital email headers.
Print advertising
I designed ads for run in WEDU’s print and digital magazine to promote the SUSTAIN initiative and attract readers & viewers to sign up for the email newsletter. Here are four ads (of various sizes, inserted as space allowed) that ran in WEDU PBS’ Premiere Magazine in the last couple years.
I also designed ads like this one to run in various external publications, like Tampa Bay Magazine and others.
I also did the branding and design work for the new digital series from WEDU PBS’ SUSTAIN initiative, called Bite by Bite: Sustainable Eats.