Free Geek Ad Campaign
2017
Free Geek is a local non-profit organization that focuses on preventing e-waste from making its way into landfills. All of the electronics they receive at their site are repaired or disassembled to be completely recycled. Free Geek also provides great learning opportunities for volunteers by teaching them how to assemble and repair computers themselves.
Background
As part of a student project, we were asked to redesign a local advertisement as part of our curriculum. We came across their print ad in the 'Coffee News' and felt it was a perfect candidate. The original ad used a stretched out version of their logo, and the Linux brand penguin to capture the attention of their viewer. The headline comes second with a description of what they do, and the benefits of their organization are laid out in basic bullet point structure. Finally, their website is included at the bottom without any call to action.
As an organization, they don't have a lot to advertise, and this lends itself to a minimalist layout like what you see above. This sort of clean and simple art direction can be found in the likes of Volkswagen's print ads since the late 60's to even today. But what I really wanted to highlight with these ads, is that a piece of machinery, or technology that is over 30 years old - will really jump off the page to a reader. There is something unexpected about it. Free Geek's logo is very simple and bold. The use of a pastel blue is quite subtle in contrast to the larger white text above it, so the colours I chose to work with were meant to compliment this blue, as well as work with a more vintage aesthetic. The typography seen in the 1960's Volkswagen ads truly inspired my typographic choice in this design. Bold, crisp, rounded figures that really contrast the background imagery. In my ads I've used Avenir as a more modern choice - it may be recognized by most of the smartphone generation as it has become increasingly popular within phone apps - for example, Snapchat. Our final concept is completed with pastel backgrounds, vintage (damaged) technology, a recycling icon, and the final call to action.
Clients
Free Geek, Tech Recycling
Vancouver, BC
Scope
Campaign Branding
