This multimedia, semester-long project required students to identify a social cause campaign

which is true to them and close to their values, and create a series of designs spanning across

2D, 3D, and screen mediums. These campaigns were to be cohesive, and integrate the creation

of a brand identity of sorts for the cause.

I chose to focus on the American practice of lawn maintenance. It is a largely wasteful endeavor

and generally serves to prop up centuries-old elitism and the egos of domestic men. My hope

was to target this audience of homeowners and their families in order to deconstruct the illusion

of the perfect lawn, and suggest sustainable alternatives.

My campaigns consisted of a series of posters, lawn signs, and a video for social media. The

poster series speaks for itself, the lawn signs target other members of a local community much

like a political sign, and the video speaks to the younger generation who may be influential in

the decisions of their parent's landscaping.