The very first theme we experimented with, was a play on DHL surf lifesaving. An identity most New Zealander's are familiar with. Depicted as a comic strip layout, to target our initial younger audience, it displays a somewhat unrealistic consequence of beach pollution. Because of the rather obtuse subject matter and awkward composition of 6 equally sized boxes, we decided this concept was no longer worth refining.
Looking towards a more rhetoric approach was our 2nd stronger poster design of a shoreline as a flat object containing the metaphor of hidden truth of what lies beneath our oceans. The curved line creates a visually pleasing composition and the beach clean up theme strongly resonates. The imagery used is still too literal, but a good stepping stone towards a more rhetoric approach.
After adding much needed type to the above poster makes the image seems a little too busy. There isn't enough space between the elements to retain it's effective minimal composition. Started exploring catchphrases, focussing on puns and wordplay in efforts to really connect with our new target audience age range of late teens to early 20's
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