HOME sweet home   ABOUT ME and other stuff   PORTFOLIO my labor of love   CONTACT send me a note   ....... LinkedIn profile MTRM   SNEAKERS   CRITICAL MASS   ATLANTA BALLET   SAPNA MAGAZINE   IDEATION BOOK   RECALL NEWSLETTER   DIRECT MAIL   WEDDING INVITATION   IDENTITY   PRINT   PACKAGING   ENVIRONMENTAL   INTERACTIVE   CRITICAL MASS Alternate views: 00 01 02     OBJECTIVE Critical Mass is a world-spread movement with a strong environmental message whose participants wish to promote bicycling as the most efficient, healthy, and environmentally sound form of urban transit. Informal organization, Critical Mass Atlanta, was working to facilitate a visual campaign in support and promotion of the movement in the city of Atlanta. The objective was to produce relatively inexpensive promotional materials which would focus on promoting fundamental aspects of the movement - using bicycles as an eco-friendly means of transportation and a way of rebelling against the growing dependence on cars, and motivating more people to participate.   PROCESS The message of the campaign, “Let Your Spokes Speak for You,” is aimed at the need to promote the movement and attract more participants in the Critical Mass events. By participating in Critical Mass, the cyclists are getting a chance to make a statement and be heard, to rebel against the car-obsessed culture. Based on that, the collateral pieces were designed in constructivist style, with black and red as predominant colors. Red, in addition to its graphic power to compete with black, signifies rebellion, revolution. Utilizing just two colors was also a good way to keep the cost down for an organization with limited funds.   DELIVERABLES Poster (11" x 17"), two button designs (2.5"), brochure (11" x 8.5"), reflective T-shirt transfer (7" x 4.5") for riding at night   SOFTWARE & SKILLS Adobe Illustrator | Adobe InDesign | concepting   CREDITS The information in the brochure was courtesy of criticalmassatlanta.org, and Michael Bluejay at bicyclesafety.com. The message of the campaign was created in cooperation with a group of four other designers - Wilani Widastra, Ai Nguyen, Carol Rose, and Velonie Morant. As the art director of the group, I led and facilitated the design process. I also created all the collateral pieces shown here.       Copyright © 2011 Lea Prosenica