This project was led by The Office Of Ordinary Things, a San Francisco-based studio, and our goal was to empower individuals to effect meaningful change within our communities. Each member of our cohort was assigned the task of exploring a topic close to their heart and conducting in-depth research, culminating in the creation of a campaign focused on driving small-scale social transformation.

Often, individuals feel limited in their ability to make a tangible difference in addressing climate-related challenges. However, during the course of this project, I delved into the concept of native plant lawns as an alternative to conventional grass lawns.
Embracing native plant lawns offers numerous benefits to the local ecosystem. Not only do they require minimal upkeep, but they also minimize the wastage of precious drinking water while fostering increased biodiversity among animals and insects. By advocating for the adoption of native plant lawns, we can make a significant positive impact on the environment.
The primary source of inspiration for this project stemmed from vintage magazine advertisements dating back to the 1960s and 1970s. The appeal of these ads, with their script fonts and captivating headers juxtaposed with striking photography, left a lasting impression on me. Recognizing the potential of this nostalgic design approach, I envisioned its charm to a diverse range of audiences and its ability to stand out amidst the abundance of plants found in local plant shops.
I decided that the best way to get this information out to my audience was to create a field guide, with information about why grass lawns have a negative environmental impact, and then how to make the switch to a native plant lawn, encouraging local businesses in the process. 
To supplement the field guide, I designed a point of sale display, made out of recycled boxes, so these field guides could be presented at local garden centers. 
Then, to fully flesh out this campaign, I designed merchandise, social media posts and stories to further get this information out into the world.
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