Before the entry to the new year, I was asked to design for a campaign about New Beginnings (Nuevos Comienzos). It was to take place throughout all of January. New Beginnings, is about a fresh start to a new year, a reinvention of one’s image and lifestyle. In order to communicate these ideas I felt it was necessary to use Earth. What a new beginning looks like on our planet as a metaphor for the start of a new year.

In the seasonal aspect, new plant life comes in the spring. Its is the turning point of life. Dormant plant life comes back to life and animals come out of hibernation. Imagine green meadows of grass under a bright blue sky. This was the image in my head when I started this design. In fact, it is from that image that I extracted the color scheme from.

I thought it would be interesting to include a plant leaves somehow in the design, but the question was how to do it with out making the design look too busy. I tried many things with pictures, until I decided to draw a leaf myself. After playing around with it for a while I came up with two leaves that formed a V.

As for the font choice, I went with SF New Republic with a few tweaks of my own. The reason I decided on this font was the roundness of the characters. If you take a distant look at nature you won’t find a perfect square. Often you will find that things have curves more than they have sharp edges and points. Just take a look at the shape of the planet. For these reasons I felt that a round font was a good way to portray the earth.

The final addition to the design was the image of the tree branch. Do note, this is a stock image. I chose this particular image  because of its simplicity. It had that message of new plant life that I was looking for. So with a little color adjustment, the image fit right in.

The many uses this design was given: Newsletters, invitation cards, Power Point presentations, and video introductions.