The CarpeCarp Project
Mock client: The National Carp Control Plan
Year: 2024
Project Brief
As a passionate fisherman and outdoorsman, I have always felt a strong commitment to conservation. The CarpeCarp project was designed to raise awareness about the invasive carp species that threaten Australian waterways. Introduced in the 1930s, carp have since become a major environmental issue, particularly in the Murray-Darling Basin, where they now outnumber native fish by 10 to 1. Despite the severe impact on local ecosystems, public awareness—especially among younger generations—remains limited.
To address this, I aimed to communicate the issue in a way that was both informative and engaging for a younger audience. Through cartoons, visual irony, and satire, I created illustrations that anthropomorphize carp and native fish, placing them in humorous, human scenarios that highlight why carp are so disruptive. This approach not only simplifies the issue but also makes it accessible and relatable, fostering a deeper understanding of the environmental threat posed by carp.
Process
To bring this idea to life, I conducted thorough research into the environmental impact of carp in Australia, studying how this invasive species disrupts ecosystems, affects native fish populations, and impacts water quality. This research helped inform a design approach that would accurately communicate the urgency of the issue. I began sketching initial ideas and exploring various styles, aiming to balance humor with educational content. Ideation sessions focused on how to convey complex environmental themes in a simple, accessible way that would resonate with younger audiences. Through iterative sketches, I developed cartoon scenarios that illustrated carp’s impact through relatable human-like behaviors, refining each concept to ensure clarity and visual appeal. This process allowed me to blend scientific information with engaging visuals, laying the foundation for a campaign that effectively communicates the importance of conservation.
Outcomes
The final outcomes for this project included a logo suite, poster series, physical and digital pamphlet, and social media page.
Posters
The posters were created with a focus on eye-catching illustrations designed to immediately draw in the viewer's attention while maintaining a satirical tone. Each illustration is vibrant and playful, utilizing bold colors and exaggerated features to emphasize the quirky and humorous aspects of the characters—both carp and native fish. This visual appeal is crucial for engaging a younger audience, as it invites them to explore the content further.
The satirical tone serves to highlight the absurdity of the carp's behavior and its negative impact on the environment. By placing these fish in relatable human situations—such as littering, or taking up too much room in the back of a car—the posters cleverly underscore the invasive nature of carp while making the information more digestible. This approach not only entertains but also encourages critical thinking about the consequences of introducing non-native species into local ecosystems.
Moreover, the combination of humor and striking visuals fosters an emotional connection with the audience, prompting them to reflect on their role in environmental conservation. The posters effectively balance education and entertainment, aiming to spark curiosity and inspire action against the environmental challenges posed by invasive species like carp. Ultimately, the goal is to create a memorable and impactful message that resonates with viewers, making them more aware of the issues at hand while encouraging a sense of responsibility toward protecting Australia’s native wildlife.
Pamphlet
The aim of the pamphlet was to present large amounts of text-based information in a manner that keeps the reader engaged through visually captivating illustrations. Understanding that environmental issues can often be overwhelming and dense, I sought to break down complex information into digestible segments while integrating striking visuals that would complement the text. Each section of the pamphlet is accompanied by illustrations that not only draw the eye but also reinforce key concepts related to the impact of carp on Australian ecosystems.
By utilizing a cohesive design that blends informative graphics with concise, impactful text, the pamphlet serves as both an educational tool and an engaging piece of art. The illustrations depict scenarios that illustrate the challenges posed by carp—such as competing with native fish for resources or disrupting habitats—allowing readers to visualize the information and connect with the subject matter on a deeper level.
Moreover, the layout is thoughtfully designed to guide the reader's journey through the content, encouraging them to move from understanding the problem to recognizing potential solutions. The use of color, typography, and imagery works in harmony to create a visually stimulating experience that maintains interest and facilitates learning. Ultimately, the pamphlet aims not only to inform but also to inspire action, motivating readers to engage with conservation efforts and become advocates for the protection of Australia’s native wildlife.
The aim of the social media page was to create tiles that worked cohesively to form a comic-book-esque spread while also standing out individually as attention-grabbing quips paired with further information. Each tile features vibrant illustrations and witty captions that encapsulate key messages about the invasive carp issue in a format that's easily digestible for online audiences. By adopting a comic-book style, I sought to engage viewers with a playful narrative that combines humor and education, encouraging them to stop scrolling and take notice.
Additionally, I included calls to action and links to more detailed information, inviting viewers to delve deeper into the topic. This strategy aims to foster an interactive experience, encouraging discussion and sharing among followers. Ultimately, the social media campaign seeks to create a vibrant online community centered around conservation awareness, using the dynamic format of comic art to spark interest and inspire collective action against the environmental challenges posed by carp in Australia.
