Wildness at Work Campaign

Wildness at Work is a civic awareness campaign focused on ecological conservation happening around Bloomington-Normal. I originally started with conservation as a much broader topic, but through my research I found that there can be a disconnect between how people see natural spaces and what is actually happening in them. Areas that look overgrown or unmaintained may actually be supporting wildlife, native plants, soil, water, and other parts of the ecosystem. 

I built the campaign around encouraging people to “look closer” and question what might be happening in the natural spaces around them. I used organic shapes, earthy colors, and plant-inspired imagery to connect the visual identity back to nature while keeping it approachable. The campaign includes informational materials explaining these ecological processes along with a yard sign and QR code that could be placed directly in these spaces, allowing people to learn more about what they are seeing.