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
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.
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.
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.
2 and 3.
4 and 5.
6 and 7.
8 and 9.
10 and 11.
12 and 13.
14 and 15.
16 and 17, double page spread.
18 and 19, double page spread.
20 and 21, double page spread.
22 and 23.
24 and 25, double page spread.
26 and 27.
Creative Rationale as appeared on page 27 above;
"The new look Environment South
Australia magazine seeks to offer its readersupporter a truly visual
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
|| 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
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.