During my coursework in the Strategic Design Fellows program, I joined a team tasked with concepting a non-profit organization. We pitched GroundUP, an organization that would collect used coffee grounds at members' houses and compost them locally.
While my team members took on creating the pamphlet and website, I volunteered to created the brand mark and two infographics to help potential members understand the process & benefits.
GroundUP Logo — "coffee grounds in, coffee plants out"
I chose to use clean sans-serif fonts to make the organization feel more accessible to the everyday coffee-drinker. The circular shape reminded me of the cyclical nature of recycling and composting.
Not too many people are aware of the detrimental effect coffee grounds have on the level of greenhouse gases in the atmosphere. This was the most important part of our first infographic's messaging — there would be no membership if people didn't see the importance of our mission.
The second infographic went through GroundUP's pick-up and composting process. Our research showed that our core audience (coffee drinkers) wouldn't usually be the type to put extra effort into researching our service, or even composting their coffee grounds, so we wanted to dilute the process into an easy-to-swallow (haha!) informational guide.
Pair of Infographics — impact of coffee & GroundUP process
The infographics essentially function as a flowchart, again emphasizing the cyclical nature of the process, and composting in general. The first infographic has a dark color palette, because it's about the impact of U.S. coffee-drinkers on the environment. The second turns light to evoke a sense of hope.
Looking back, I would have added a subtle gradient to the path line in the infographics to mimic the dark to light color choice. I think the design would also benefit from more legible copy.
A third infographic that showed how the composting process worked would also make sense — ending with a happy consumer buying local beans, made possible by GroundUP's composting services! :-)