Nature Conservatory — Campaign Case Study

Five projects, one campaign spine

One voice across all five: a hard stat leads, plain language explains, Nature.org closes — the same hierarchy from a four-inch fold to a freeway underpass. One visual system: TNC green, halftone photo collage, heavy grotesque type. And escalating dimensionality: 2D map → poster → folded object → 3D space → motion.

Content Map

Systems in Nature — the research taxonomy

Posters

Consider Change — a three-stat series

Brochure

The Cost of Data Structure — accordion fold

Dimensional Sign

Nature.org underpass installation

Motion

Storyboards & animated graphic

Systems in Nature

Before any poster, a full taxonomy: Kingdom Animalia, organic cycles, the four spheres, ecophysiology, adaptation. Type size ranks concepts, hue groups systems, and hand-drawn branch lines tie 100+ terms into one readable network — the campaign's knowledge base. Adaptation, energy transfer, and human pressure become the stats every later project spends.

Three stats, three ecosystems

64%

OF NORTH AMERICAN SPECIES HIGHLY VULNERABLE TO EXTINCTION

20%

OF NA FORESTS PERMANENTLY CLEARED SINCE 2001

150B

GALLONS OF WATER USED DAILY IN THERMOELECTRIC PLANTS

Printed at 22×28 inches and built for the street: white grotesque on saturated fields survives glare, motion, and distance — the stat reads before the bus leaves. "Consider Change" is the hinge on every poster, color codes the crisis (orange / green / blue), and every number carries its source in the footer.

20% of Forests poster placed in a bus shelter at dusk — In the wild — the poster meets its audience mid-commute.

The Cost of Data Structure

An accordion that argues in folds. The outside pairs four tech-hub cities with their local stakes — San Francisco, Dallas, D.C., New York, each landmark in halftone collage. The inside opens into the payoff: a U.S. data-center grid with MW-scaled chips, hub markers, and a 44/44/11 energy split — 4.4% of national electricity. The reader controls the reveal; the fold is the narrative.

Brochure outside spread: four city panels in halftone collage — Outside: city by city stakes.

Brochure inside spread: U.S. data-center infrastructure map — Inside: the grid, mapped.

Printed brochure half-open showing city panels in sequence — Half-open: cities in sequence.

Printed accordion brochure standing in a zig-zag — Standing: the zig-zag spine.

Brochure fully open revealing the full map — Fully open: the map revealed.

A message the freeway can't ignore

Site: the underpass at Emma Prusch Farm Park, San Jose — highlighting underconsidered infrastructure in underconsidered neighborhoods.

Create space for playRespect the relationship between everyday life, nature, and technology.
Address the local communityClaim Eastside San Jose as part of Silicon Valley's tech bubble — not outside it.
Sustainability firstThe installation is non-invasive to the local environment by design.

Ideation and location: underpass precedent and Emma Prusch Park aerial — Ideation & location — illuminated-underpass precedent, Emma Prusch Park aerial.

Greyscale massing study of the underpass installation — Greyscale massing study.

Cube-canopy tree study with translucent seasonal cubes — Tree study — pixels growing back into nature.

Final render: cube-canopy trees, neon message 'We have the power to light up the world', NATURE.ORG letters at human scale — Final — "We have the power to light up the world," NATURE.ORG at human scale.

Same message. Every scale.

From a hand-drawn taxonomy to a freeway underpass, the campaign proves a system: lead with the number, ground it in place, close with Nature.org — and let each medium do what only it can.