This theoretical campaign for the nonprofit Keep Pennsylvania Beautiful explores a localized approach to environmental stewardship across Forest, Bradford, and Adams counties. The project centers on the modularity of the organization's existing three-shape mountain laurel logo, reimagining its geometry to reflect the specific geographic and cultural identities of each region.
I developed a system where the core brand mark is reshaped and recolored into unique iterations tailored to each county’s characteristics. To bring this concept to life in a digital space, I designed a web-based animation where the standard three-shape form fluidly warps into its county-specific version upon user interaction.
This theoretical motion campaign was my previous concept for the nonprofit Keep Pennsylvania Beautiful, exploring how simple language shifts could create a more flexible and engaging environmental message for social media and vertical advertising formats. The project reworks the organization’s familiar slogan by replacing “beautiful” with more specific calls to action, such as “Keep Pennsylvania Green” and “Keep Pennsylvania Wild.”
I developed a visual system using parallax-style vector animation to give each message its own atmosphere and sense of movement. “Green” is represented through layered forest imagery, emphasizing preservation, growth, and environmental care, while “Wild” features a white-tailed deer within a Pennsylvania forest setting to highlight the state’s natural habitats and wildlife. As an earlier campaign idea, the project focused on creating a clear, adaptable motion language that could translate the nonprofit’s mission into short, memorable animated advertisements.
Project Description
