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Approached by an individual having met with them a year or so earlier for the first time, I began work with the CCSA's Rob Palmer. Environmental Campaigner and Biologist, Rob joined the Conservation Council of South Australia and was asked to reposition the organisation amongst other national Environmental bodies, as well as its own membership. The face of the organisation had to change, and it began with changing its quarterly publication called "Environment". I wished to be only involved with this initial, casting staging of the publication. Future editions I envisaged would involve any number of South Australian creative students, and community professionals. That understanding expanded below.

I was asked to provide several new mast head visuals, and a complete remake of the existing, largely volunteer compiled newsletter come magazine.

The project theme 'Sustainable Futures' inspired the following rationale as I saw it. The Sweeping Sash is important to position the publication against other related and non-related commercial market magazines. Enforcing at first and subsequent glances, that this is the CCSA Environment Mag. It will appear on all future editions.
The final agreed mast brought together in thin profile the environment as it is. City, hills, bush, dunes and ocean. Either side of the dividing line coloured to symbolise land and sea. The profiling line itself coloured to match the cover theme at each edition. A nice touch I thought.
I would guess that the images below have all downloaded by now, so please scroll down and enjoy them.

 

 

Above; The intial mast visuals. As with most final products, a bit from each visual was combined to form the end result.

Left; The cover visual. I'd hoped for the kinds of contrasting colours seen here, and images used to break through borders. This visual based on the Golden Mean principle of 1:1.618 ratio, which in itself is a recuring mathematical phenomenon in nature.
However, again as these things go, you're guided with what you have at hand. The ultimate cover steered by the image used sa shown below left.

Front Cover



Left and below; The final cover design for the first edition, and paired pages. Actually, the cover image soon opened up several pros and cons. The pros being it offered the opportunity to challenge stereotypical views of what Environmental Magazines really should have on their covers, especially a launch cover. I argued against a cuddly lil' animal. Rob and I believed this wonderful sea creature would trumpet a better launch image than a safe choice, land based critter. The project's conference call was an interesting one. I have a belief that outside opinions really can't find a place in a serious, internal objective. The con being, family member views are so arbitary and unrelated in the scheme of a projects rational, I argued that point fervently. Everyone on the call agreed with my justification... thankfully.
Technically I wanted each page to have it's own personality. Typography being very important, sometimes reiterating the theme of the story. The only common thread being the banner motif bottom of each page. I would have liked to have taken the page designs further, more experimental ... but I decided to keep it relatively conventional within reason.

Page 2 and 3.

Page 4 and 5.

Page 6 and 7.

Page 8 and 9.

Page 10 and 11.

Page 12 and 13.

Page 14 and 15.

Page 16 and 17, double page spread.

Page 18 and 19, double page spread.

Page 20 and 21, double page spread.

Page 22 and 23.

Page 24 and 25, double page spread.

Page 26 and 27.

 

Back Cover

 

 My Creative Rationale as appeared on page 27 above;
"
The new look Environment South Australia magazine seeks to offer its reader­supporter a truly visual delight.
Dynamic story/image matching and typography, formulating innovative layouts not seen in any current magazine.
The new ESA masthead sets out to reflect the true breadth of the environment, above and below land. From air to city, country, forest, dune and ocean. Profiling our environment both in a written and stylistic sense.
Challenging conventional thinking and stereotypical representations, ESA aims to inform and, yes, entertain its reader with a fresh new approach. The front cover image, "Sea Slug" was selected for its inherent subject matter which includes the rock, and overall brilliance of colour and texture.
 The golden sash, a recurring motif is used to uniquely identify the ESA publication.
When interpreting issues of environment, first thoughts are notions of land based fauna. By presenting a unique sea creature to drive the Sustainable Futures theme, ESA challenges its first convention.
My vision for this magazine is to encourage community involvement. To present contributors, with a safe forum inwhich to experiment with their craft, as I have, for the sake of the environment.
I would like to thank the CCSA for this opportunity. A chance to develop a publication that ventures into new grounds creatively. The hope is it invigorates the collective awareness and support of environmental issues regionally, flowing on nationally, ultimately internationally."

 

I proposed that as a long term benefit for the CCSA, the organisation should develop a relationship with local University Visual Art Facilties. The purpose of this would allow students from Photography, preferrably final year, to submit images for coming covers. This practise could be woven into the course structure, promoting creative competition and student exposure. Great for young folios.

These students would ofcourse sign-off via a standard contract release, allowing for some degree of image manipulation if required. Ultimately all efforts would be made to maintain image integrity. Manipulation required merely to bring image inline with the magazine's themed requirements for that issue ie. the sweeping sash et cetera.

Should the CCSA initiate this program, the mutual benefit would be priceless. Providing a vehicle to benefit students, free use of great fresh images, and associated goodwill in the eye of the general public offering wider exposure.

Each quarter the CCSA need only notify lecturers of the subject matter 'theme' for the coming issue. Students would submit images in competition for selection. An added bonus for students being, they would have four opportunities a year to get selected.
I sincerely feel as I under take these projects, that my desire to assist up coming talent shows in my integration to assist others. If I can educate and offer opportunities, then I've accomplished far more than simply a short term project product. I've created a creative environment, offering ongoing opportunities for many. It's up to the individual to take such an opportunity and make it work for them, as it were.

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