The document provides details on the development process of logos, posters, and merchandise for a social action campaign. It includes sketches, digital designs, and explanations of design choices. For the logos, the designer experimented with different styles and characters before settling on a crab mascot. Posters were created to educate children about litter in an engaging way. Merchandise included t-shirt, hat, and bodyboard designs building on the established logo. Membership forms were also designed, incorporating the mascot character into underwater scenes.

1. Social Action

2. Logo
Here I started off with
drawing the logo out
on paper to create an
original drawing of my
character. I think
scanned it and turned
it into a digital image
using photoshop. I is
simple and plain with
clean lines, something
that would be
appealing to children.
The face of the crab is cute
and appealing. I chose the
colours that I had worked out
in my research, using pastel
blues and oranges.
The text is also a font that I
found in my research, I made
this a darker colour to contrast

3. logo 1

4. Logo development
Here I started with an idea
that is inspired by my mood
board and also my previous
logo that I had created. I
wanted to stick with the
crab idea of the mascot,
making it a different shape,
but keeping it the same
style, with the same kind of
shapes and colours.
I also wanted to keep the SAS
present in this logo, so they are
still related together, and I did
this by hiding their original logo
into the design of the crabs shell
detail. I then went on to adding
more and more little details to
make my cartoon look more
professional.
I added the shape around and the
text underneath the crab to give it a
more logo feeling, that the picture
was more together and that it could
be placed on posters and clothing.

5. Logo 2

6. Experimenting
Here I tried different variants of the logo by mixing up the two
separate logos together. This still created the theme and was on
going with the feeling of the logo I wanted to create, but gave a
bit more diversity. Even though these logos do look good, I still
prefer the originals because of how I made the colours of the
original match and go together, as they were chosen especially to
go together when I was making them.

7. Logo style change
Here for the logo, I kept the same shape, character and colours, but I wanted
to try a different style, a more textured style. I thought this would give some
more dimension to the logo and make it look more 3D. This style is more
‘grown-up’ and less cartoony, but still keeps the cartoon and fun element
with the character’s shape and friendly face. I think that because of the shape
of this logo, and how its not a realistic drawing, the style of coloring in
doesn’t suit the logo 100% and that the more simple coloring of the logo
looked more effective.
Here is where I started with my coloring
in, trying to keep the lighter colours on
top and the darker ones underneath, to
give the feeling of the light shining on the
top of the shell of the crab. This would
give the logo more dimension and make it
look more interesting. I think that
because of the logo being only displayed
in small dimensions.

8. Poster mindmap

9. Poster outline
The basic idea of what my poster is going to be is that the poster will be
aimed at children still, but also adults, it is made to please both
aesthetically, so that the adults will be more likely to let their children be
a part of the campaign that is originally aimed at the children. I think it is
important for parents to not only like but also appreciate the artwork on
the posters, so they can put their trust into it, and let their children be a
part of the campaign.
I will make my poster match the theme of the logo, with no black outlines,
just soft edges. The colours will be light and pastels, keeping a theme
running throughout the whole project. The poster will be telling children
why they should pick up litter on the beach, or there will be
consequences, telling them the honest true will make children more
proactive, educating and telling other people they know what they have
learned.

10. Poster
I first started by drawing down my original idea
on paper, drawing down different ideas and
variants of what I was to develop into my
finished poster. I wanted to have this in the
crabs original setting, on the beach, rather
than a environment that is made from shapes.
I then started to create my piece from scratch
on photoshop. I did everything either freehand
or by rotoscoping it. I first started on the task
of the beach hut because I knew this would be
most time consuming. I then added the crab
from the logo I had made earlier to give the
poster the knowing that it is for the Surfers
against sewage. Then drawing a round rock to
put ‘seas for life’ on, to make it look like the
logo. Adding seaweed and dots on the rock to
give it more detail.
For the text as well as adding a heading
and sub-heading, I also wanted this to be
educational, so I added a fact about how
litter affects animals on the beach, so the
children would be more educated by the
poster. The question also makes the
poster a game, where the children have to
find the litter on the poster, then they will
play that game in real life, making the
poser effective.

11. Poster 1

12. Poster 2
This time I wanted to do a different take on
the educational poster, using more pictures
and less text, which would be more suitable
for younger children, and children who find it
difficult to read. The poster tells the children
through pictures what to look out for and
what to tidy up on the beach. This idea is
similar to the last in the way that the poster
initiates a sort of game for the children to
play, to match up and find litter that is
matching to the poster, making tidying up
fun.
I rotoscoped the images on
here to give the most
cartoony and infant feel as
possible, it also gave me
chance to keep the theme of
the soft colours and edges
running as a theme, to keep it
consistent so that everything
matches.
The font is consistent with the logo
theme, this matches them up and
shows that they can be displayed
together or separately and the
audience will know what company
it is representing.

13. Poster 2

15. Poster idea 3
Here I decided to create a poster
that had the same style as the
animal, so the background would
be matching
I decided to take the poster one
step further with the different
more realistic style, like it has
been painted. I think this style
looks successful, because how
all the colours and shapes are
matching and consistent.
I kept the typography matching to the
previous posters I had made because
of how well they together. I also kept
the colours the same as the previous
text, this is so I could keep a clear
theme and not steer away too much
from my original idea.
I created this effect on photoshop
by mixing together similar colours
creating shading and highlighting,
to give the picture some texture
and depth.

16. Poster 3

17. Merchandise (mind map)

18. Mood board
A t-shirt will be a good place to
start for a design because of
how versatile the shape is, it is
a square and gives a lot of
room for any design without
the design being restricted or
distorted. I think that a beaker will be
more difficult because of the
size of it, it will not allow a
detailed design, because it will
not be visible on the beaker as
there is only limited space.
The design will also become
distorted a bit because of the
curve of the beaker. I think
this applies to a lot of beach
toys and items, e.g. beach
balls, beach tennis racquet.
I think the body board is
a good idea to design
because of the size and
shape of the place
where the design will
go. Also because of how
relevant it is, it is like a
child’s surfboard.

19. Here for the merchandise I wanted to create designs for simple
items that are suitable for children to use and wear. I chose the t-
shirt because it can apply to anyone, but the design makes it more
targeted at children. I then also wanted to create a hat that mainly
focused on the logo, to be a quick and simple design that related to
my previous work and linked them together. Then I also wanted to
create a design for a body-board, continuing with the idea of ‘litter
patrol’ making the body board have a police pattern on it because
children will then be more excited to have this item because it looks
important and like it is an authority
I carried out these designs by creating new
work and building on existing work I had
already created previously. I re-used the logo
mainly to keep the link between the separate
items and also to build more of a connection
between the audience and the character.
I developed my work in photoshop and
created new designs and traced over
already existing shapes to create an
accurate design.

20. Finished merchandise

21. Membership form flat plans
Surfers against sewage: seas for life
(title)
A cartoon picture rotoscoped of Conrad
the crab in the sea or something similar,
holding up a sign saying thanks
Childs and adults explanation of what this membership includes and
where the money goes, and information of where children's events
can be found.
logo
Disclaimer explaining you have to
over 18 to fill in this form.
Front
Sub heading &
(Childs
information).
Logo
Sub heading & offer
on membership e.g.
buy 1 year and get a
month free.
Sub heading &
payment option,
address (email
and home), and
payment details.

22. Surfers against sewage: seas for life
(title)
A cartoon picture rotoscoped of Conrad
the crab in the sea or something similar,
holding up a sign saying thanks
Childs and adults explanation of what this membership includes and
where the money goes, and information of where children's events
can be found.
logo
Disclaimer explaining you have to
over 18 to fill in this form.
Sub heading & (Childs information).
Logo
Sub heading & offer
on membership e.g.
buy 1 year and get a
month free.
Sub heading &
payment option,
address (email
and home), and
payment details.

23. A cartoon picture rotoscoped of Conrad
the crab in the sea or something similar,
holding up a sign saying thanks
Childs and adults explanation of what this membership includes and
where the money goes, and information of where children's events
can be found.
logo
Disclaimer explaining you have to
over 18 to fill in this form.
Sub heading &
(Childs
information).
Logo
Sub heading & offer
on membership e.g.
buy 1 year and get a
month free.
Sub heading &
payment option,
address (email
and home), and
payment details.

24. Membership form development
I started to create the membership form by
creating an underwater scene, as this
environment I hadn’t touched on for my
graphics. I took the crab from previous logos
and merch, but I also created the background
from scratch, and introduced a new character,
a clam. This membership form had to be fun
and creative, yet still professional, as parents
would still have to be able to fill it in.
I kept the theme running through
this by using pastel colours, the
same reoccurring dark blues, the
same characters and the same
fonts.
It is important to include legal parts, postage
and stamps on the membership form,
otherwise it cannot serve its purpose and
then becomes useless. I used the official SAS
logo, the direct debit logo and the recycling
logo. I also added terms and conditions,
postage information and the organizations
identification number.

25. Membership form

26. Membership form 2 development
Here I carried on with the same style and coloring in idea as on the logo
before, but this time I felt it came out more successful because of how
the style of drawing is more realistic and holds a more 3D shape, where
was the logo is a more cartoon 2D shape. I used a mixing brush tool to
get the water-colour effect, to create more interesting and dynamic
colours, that make the drawing stand out more.
I put a light blue background behind the turtle to make it
look as if it is swimming in the sea. The only thing that is
wrong with this design would be the accuracy of the
animal. Because Surfers against sewage are a British
company, this turtle isn't as relevant as some other
animals that are actually native to Britain, for example,

27. Membership form 2

28. Membership form development 3
For this different version of the membership form I
carried on with the same style of drawing, like the
previous membership form. I used the texture
mixing brush to create a more 3D and realistic
effect, using shadowing and highlighting to make
the seal pop out of the page, rather than be flat.
Instead of mixing lots of different colours to make it
look more interesting. Adding a background behind
it to make it look more like it is swimming, whilst
still keeping that cartoony feeling.
I chose a seal because they
are native to Britain and are
less exotic, which makes
them more relevant to the
surfers against sewage
campaign. They are also cute
and appealing to the
audience.

29. Membership form 3