TITLE:
Donate
WHAT:
Logo Reveal that explores the concept, metamorphosis
ABOUT:
When I donate I carry my used goods in a cardboard box. When I arrive at the donation center, I see more cardboard boxes and it makes me feel I’m a part of a team that is helping to clean up our planet. For this logo reveal, I wanted to create a fun and playful sequence that shows how Goodwill can help us transform our planet and our communities through teamwork, second hand shopping, and donating.
APPROACH:
The pattern created in this sequence represents the clutter we accumulate as a society. All hands and shapes were designed and arranged within a grid. For the final step of this process, I gave the frames a human touch by redrawing and retracing every shape by hand. I used a textured brush to create a visual treatment that felt warm, friendly and human.
ROLE:
Individual
MENTOR:
Ara Devejian
We begin with a top-down view of an open box. After a pause, two giant fingers enter from opposite sides of the frame slowly pushing the panels of the box closed. At this moment, the camera pulls back to reveal more busy hands quickly moving, packing, and carrying boxes. The hands work together to pick up the pattern pieces and bring them to one place. The colorful clutter will construct the Goodwill Logo to reveal a cleaner and greener environment.
PROCESS
Research
Goodwill’s mission began with a human-centered goal of empowering people through employment and supplying resources for underprivileged immigrant communities. Goodwill was founded in 1902 by Rev. Edgar J. Helms, who redistributed household goods and clothing from wealthier communities and employed the poor to mend and repair these goods. These goods were then given back to the people who repaired them and their communities.
This success gave birth to the Goodwill philosophy of “a hand up, not a hand out”. Goodwill holds themselves to a “triple bottom line” of people, planet, and performance first.”
Mood and Treatment
Key Words: Community, people, hand up, and teamwork.
Treatment and Concept
Hand drawn, texture, warm, human, pattern, boxes, and clutter.
My brother and I spent a lot of time in the quilt shop my mother started and ran in our home town. I learned how to sew there and will always have a love for quilts and patterns. I felt using patterns would be a fun way to show the clutter we accumulate as a society and the interweaving of our impact.
