The brief.
The brief for this project was to transform an old LiveSimply brand and scheme, to breathe new life, and adapt it to make it suitable for a school audience. The old scheme, designed initially for adults, was not seen as fit for purpose to engage children and young people. The new scheme needed a new evidence capturing process, clearer sense of purpose, and to be driven by a new purpose-led story, one that uses intrinsic motivation to engage audiences with their intrinsic values. The three animations, along with written materials and content, all play their part to take audiences on a journey to help them to live simply, sustainably and in solidarity with those living in poverty.
Logo development.
To work with a new audience, the logo needed updating and refreshing, as the previous logo had been in use for over 15 years. In collaboration with CAFOD, a new logo was designed to fit the visual identity of the new scheme, and to fit in with the animations. This logo had to be simple, clear, and to hint at human flourishing, as well as the green aspects of the scheme. This all had to fit within CAFOD’s branding and visual guidelines.
The set of animations were designed to show the broad aspect of the scheme, which has the three elements of environmental concern, social concern and spiritual concern of living simply. The challenge was to find a way of helping audiences to transcend from the perception that living simply is just about recycling and reducing waste. The animations help to show a wider narrative, linking the act of living simply to social, environmental and spiritual flourishing. Bringing in these three core elements, within a simple and easy to engage animation, presented us with some real challenges, that were overcome by creating the small characters, all interconnected, doing an action that was related to the scheme.
These deceptively simple animations convey a complex message, that can be accessed by children and young people. The motivation triggers on these animations steer towards a sense of purpose, a sense of connection and to create an emotive connection towards a simpler and more meaningful life. There are not extrinsic motivators found throughout the whole resource (guilt, fear, external commands, etc), but rather a call to live a better life. To create stronger motivational triggers, the stories that underpin the animations also deconstruct ‘old ways’ of living (being caught on a treadmill), and point to new ways of living. This story-flow creates the necessary conditions for intrinsically motivated actions to develop.
Portfolio and prices
Download our portfolio and costs brochure for a full guide on the types of storytelling services available, and a full list of prices to help you plan your storytelling journey.
