BLACKOUT: Exhibit The Extinction

Non Profit Event Branding

BLACKOUT is a non-profit event that was created for a project in a class called Design for the Public Good. The project prompt was to create a brand that aligned with your passion cause that aligned with the mission of a nonprofit organization. Animal conservation is the cause this event was created around in partnership with the Pennsylvania Environmental Council and the Philadelphia Zoo. This is a hypothetical event.

This project received The Alice Drueding & Joe Scorsone Social Conscience Award from Temple University Tyler School of Art + Architecture.

Art Direction by Professor Kelly Holohan

RESEARCH

Most of the research for this event was about endangered animals. The most important part was understanding why these animals were becoming endangered, and what information needed to be communicated to the public. All of the research started broad then narrowed in on the individual species within the Philadelphia Zoo. For things like marketing, the facts and information was aimed broad and for more of that interest-grabbing information. Whereas the research gathered for the exhibit panels was more narrow and focused on specific threats to the species.

USER PERSONAS

It was important for the audience of BLACKOUT to fit both with the Philadelphia Zoo as well as Pennsylvania Environmental Council. In focusing on a teacher and a father I felt that they embodied the visitors of Philadelphia and it’s zoo. Also, because of their positions as both educational and life teachers, they were great advocates for the topic at hand and the perfect fit to inspire the next generations.

THE BRAND

Blackout’s brand is based on the idea of conceal and reveal. These things are present in the invite, AR t-shirts, photography, and the stark palette of black and white. The focus is on the animals, facts, and information related to their extinction. As a result, no elaborate graphics or color palettes are needed and would otherwise be a distraction from the urgency of their existential crisis. Instead, the BLACKOUT brand consists of clean lines and the use of high contrast to convey the seriousness of the threats to their survival.

Logo

Naming this event was the easy part…BLACKOUT. Blackout is both the literal idea of blacking out the endangered species exhibits. As well as the idea of disappearing. When it came to the logo I first went elegant and tried to create a feeling of disappearance, however, the harshness of the event’s truth wasn't showing through. As big tick tape was part of the brand’s style already I tried implementing it as a censor type bar. This worked but it gave nothing to the overall brand and the urgency was still missing. This is when the X came into play and at this point, it was a matter of where to cover the word.

Blacking Out The Exhibits

In order to blackout the exhibits, large panels had to be created to cover the viewing area for each endangered species exhibited at the zoo. These panels were important because they are an accumulation of all the most important information about each endangered species. The information included had to be digestible for all walks of life and also specific enough to show the real impact on these species. Each panel includes basic biographical information as well as the top threats to each animal. The intro text is about why the species matters enough to be saved and also a section on how as individuals you can help. On the right are large facts that show the true depth of the severity of endangered species.

An Augmented Experience

As a takeaway for this event, I wanted a lasting impression and one that could spread excitement and hope. Each of these shirts at first seems aggressive with a huge white X on a full black shirt. There is a tag on each shirt that details how to download and use that Artivive App on their phone to experience the excitement and life of these endangered species. This experience is meant to show people that these animals are worth saving and bring joy that we overlook sometimes just because it isn’t in our daily life. Each shirt is a piece of zen and nature that visitors can wear proudly.

Deliverables

In order to be interesting but informative, each element the elements use the brand assets in a different way, showcasing a flexible and engaging identity. For example, the info panels from afar reveal the animal’s name and a really startling fact about the species. Then as you stand closer the information on their threats and how to help is more readable.

Website Hero Image. Experience the full prototype here

The postcards are a key element to the awareness and activism of BLACKOUT. Advocating for a cause is amazing but let's be honest, life gets hectic. These postcards are prewritten letters to congress advocating to support the Endangered Species Act and also to protect the habitats of all species. All the visitor has to do is fill in the name and address of their congresswoman/man and drop it in the mailbox at the event. It takes out the guilt of not going to marches and instead shows the public that they CAN make a difference in some way.

BLACKOUT truly is a passion project that can mold into so many different avenues of animal conservation and activism. This idea of “Acting Local” to “Impact Global” is an ideology that should and can be carried across all global crises. This event was made and designed both aesthetically and conceptually to allow the viewer to be motivated by small acts and see that no problem can be fixed without awareness. These animals may be across the world from wherever you are but they impact your day-to-day life.

Check out the full case study here