Client: Mahindra Sustainability
The project was undertaken during my stint at AICL (2016-2018).
To announce Mahindra Group’s carbon-pricing policies in 2017, Mahindra’s Sustainability wing recruited AICL to create an easy-to-understand primer. As carbon pricing was still a fairly novel concept in India, the primer’s goal was to introduce, discuss and make the case for carbon pricing as an effective practice in the reduction of carbon emissions.
Along with a writer and a project manager, I began work on the design and production of this digital primer.
Goals
Process
The project started with a thorough understanding of the primary information. Once the overall flow and hierarchy of information in the primer were fixed, I explored its visual language.
The primer was divided into 4 sections that provided a method of understanding the problem, the implications, and the action areas leading to the topic of carbon pricing. In these section sections, aspects of the issue were uncovered with visual and tonal changes.
Going ahead with a vector-based, illustrative approach, I worked on making the graphics and text accessible for readers that might view them personally on a laptop or in a group presentation.
I wished to steer the conversation on carbon pricing through a graphic device. I chose the carbon atom. As an entity, the atom could be used to represent various aspects of the policy and possibly help describe and answer questions like how carbon pricing can affect change, what is the essence of its monetary value, what is the extent of its benefits and what are the steps to be followed.
Learnings
In creating a primer that works to engage readers in the understanding of carbon pricing, I had to ensure readability, clarity of information and a strong appeal of the narrative.
